How is the iOS 14 Updates Going To Effect Your Marketing

D29/03/21

In June 2020, Apple announced an upcoming change to the new iOS 14 operating system.

This change would give the end user choice to decide if they are willing to allow the app developer to track their personal usage of the app using their ‘AppTrackingTransparency’ (ATT) framework.

There are a few ideas floating around as to why Apple are doing this. Are they wanting to protect users' privacy? Or are they looking to monetize this data themselves so that they can have a competitive advantage over other major players?

We are expecting the roll out of this new “opt-in” (yes, you are going to be opted out by default and have to actually opt-in if you want to share your data) some time in the middle of 2021.

 

We don't actually know what the full impact is going to be for advertisers as yet. There is not enough data on how people will accept or reject apps from tracking them. What apps will people choose not to be tracked on? Is big blue a big no, and will users not mind having their personal data tracked on SnapChat or Tiktok? Going off the current data we have with our clients, we know around 40% of mobile traffic comes from iOS devices. So the potential for disruption on advertising platforms is huge.

 

The only good news is that this will affect all apps (not just Facebook) and all mobile app advertisers. So it will be a level playing field.

It is not all doom and gloom. This does not mean that we will lose 40% of our sales just because we can’t track 40% of our traffic. Sales will continue to flow through, we just won't be able to track which ad and campaign was attributed to that sale. It is important to understand that just because a user blocks the Facebook app from passing their personal information back, it does not stop Facebook from serving ads.



There are a number of things we are doing as an agency to get ready for this:

1 - Media Efficiency Ratio - tracking the total sales by the cost of your media buy. This gives us an accurate picture of the effectiveness of your total advertising campaigns. Sort of like a blended ROAS overview.

2 - Owning our own data. We are working to build our own reporting framework, allowing us to measure platform clicks that generate server side events that we can track back to platform campaigns and ads. This will allow us to accurately report on click attribution and give us an opportunity to scale effectively.

3 - Focus on traditional marketing techniques. This is going to be the great equalizer in advertising. Making us all equal and back on a level playing field. That means that as advertisers we need to double down on content, messaging and list building. Building lists off platform into email systems, sms, etc, will allow us to own our own data and build other revenue streams off ads.

4 - Refocus on shorter buying cycles. Lazy advertisers have had it easy by relying on longer attribution windows (28 days) to show profitability in their campaigns and inflating numbers. Now we only have 7 days to track click events, which means focusing on more direct response techniques to get conversions faster. This will be more important than ever considering our ability to retarget will be potentially reduced by 40%.

5 - Be completely transparent with clients. We will be conducting open conversations with our clients around how the new changes are going to affect the overall platform reporting. It’s going to be our responsibility to educate them that campaign performance needs to be looked at differently, rather than just blanket ROAS.

 

To sum it all up - DON’T PANIC.

It is an interesting time ahead and we are all still learning as the information is becoming available to us. This is an amazing opportunity and brands should take advantage of it. Those who pivot and focus on effective marketing strategies will leave the competition behind.