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Digital marketers are not satisfied with the effectiveness of Apple’s recent advertising format

Digital marketers are not satisfied with the effectiveness of Apple's recent advertising format

In today’s update, Apple introduced a new in-app store advertising format to help advertisers promote their products, but according to insiders, marketers said that this new format is not what they expected because it Not only it’s inefficient, but it also charges a lot of amounts.

Prior to this update, Apple changed its App Store privacy policy, requiring app developers to obtain user consent in order to keep up with them when browsing websites or accessing apps. Tracking costs used to be low, and due to Apple’s privacy changes, it is difficult for the company to reach the right audience and track performance indicators. According to App Store policies, advertising is losing effectiveness, so marketers must focus on other advertising platforms.

At the request of advertisers, Apple released a modified ad format, M means that your product should be shown to thousands of people who can be searched on the search tab. When users type in the search bar, this latest ad template will be displayed on the App Store. Each touch or occurrence is based on a thousand times. According to mobile phone experts, the CPM pricing model is much more expensive than expected. The imposed cost-per-thousand-impressions model will not only charge in batches, but it is also very ineffective because it does not attract a large number of people to download applications.

According to research by SplitMetrics, the estimated cost per thousand impressions is approximately $31.10. However, after analyzing 5 million impressions and 70 marketers, it was found that the CPM for ads installed per day was as high as $49.90, compared to $17.20 for ads in the human health category. The developers raised their voices and said that this ad format would increase the cost of installing apps. Thomas-Petit found that the download cost was lower before the introduction of this ad format. Use the search function to download the application.

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Ad developers can now target ads on the “Search” tab based on a variety of factors, including geographic location, ad product, age range, repeat customers, and new customers. The mobile advertising industry Redbox Mobile tested this new ad format and found the same thing. The CPM is much higher than expected, and the CPM of these ads is very high. This latest ad template is still in its infancy and will get better over time. The current final judgment may not be correct, because as advertisers, they are also checking their coverage impact.

Digital marketers are not satisfied with the effectiveness of Apple's recent advertising format

credit: Digital Information World

Digital marketers are not satisfied with the effectiveness of Apple's recent advertising format

credit: Digital Information World

Digital marketers are not satisfied with the effectiveness of Apple's recent advertising format

credit: Digital Information World

Digital marketers are not satisfied with the effectiveness of Apple's recent advertising format

credit: Digital Information World

Digital marketers are not satisfied with the effectiveness of Apple's recent advertising format

credit: Digital Information World

Digital marketers are not satisfied with the effectiveness of Apple's recent advertising format

credit: Digital Information World

LAST THOUGHTS:

Tracking costs used to be low, and due to Apple’s privacy changes, it is difficult for the company to reach the right audience and track performance indicators. At the request of advertisers, Apple released a modified ad format, which means that your product should be shown to thousands of people who can be searched on the search tab. When users type in the search bar, this latest ad template will be displayed on the App Store.

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