2020 is a year like no other. Not only has it reshaped how we live our lives, but it has also seen major shifts in the mobile advertising industry. In 2021, mobile advertising is predicted to dominate the digital space with over $290 billion expected ad spend. As a mobile marketer, it is important for you to be aware of these shifts, to better prepare for the year ahead.
Preparation for the IDFA changes
Mobile marketers should prepare for the changes of Apple’s iOS14 to the Identifier for Advertisers, or IDFA. Advertising identifiers support the managing of ad delivery, creative personalization, suppression lists of users who’ve already installed the app, and predictive bidding models. It also allows advertisers to control frequency capping, measure and analyze campaign performance, and understand app install attributions across iOS and iPadOS devices.
To ensure that our client’s iOS campaigns still hit their KPIs even without IDFA, we at Aarki test different strategies, including the usage of more contextual signals for predictions. Contextual signals are key information points that help you target the right user. There are several that you can use, including device model, time, and location. Knowing these contextual signals can help you determine the right ad for a user, giving them a more personalized experience.
Businesses to optimize machine learning
The implications of iOS14 on IDFA ushered Jam City to partner with us to see how Limit Ad Tracking, or LAT, would impact their user acquisition campaign. Due to Aarki’s LAT-specific machine learning models, the campaign surpassed their KPI targets, and LAT traffic outperformed the IDFA traffic with a 215% higher return on investment. The CPI also decreased by 32%. The success of this campaign is proof that machine learning models can support a campaign to flourish, even in a world without the IDFA.By developing alternate predictive signals (or machine learning models), marketers should be able to compensate for the loss of the IDFA. In the meantime, the use of custom machine learning models on Android OS will help marketers achieve multiple KPIs and deliver personalized messaging to their end-users. In a report made by Postclick, it is predicted that more companies in 2021 will utilize machine learning to enable personalization at scale.
The rise of 5G tech5G broadband cellular networks are expanding in many countries, providing users with greater bandwidth and speed. 5G technology provides advertisers with a wide array of creative possibilities and faster load times for digital ads. With the increased bandwidth of 5G, high-speed data delivery of high-definition experiences such as virtual reality or 4k video, is possible. Mobile marketers should grab this opportunity to produce out-of-the-box creative ads and improve the user experience of their app.
Increased usage of apps for “at-home” activitiesWith everyone around the world living in the new normal, people are spending most of their time at home. Social distancing precautions result in increasing popularity of mobile apps supporting at-home activities, such as online shopping, fitness, and food delivery. App Annie’s study shows that android phone users are predicted to spend 1.3 trillion hours in “at-home” categories. With work-from-home and online schooling arrangements, business and education apps are predicted to see the biggest growth of all the at-home activity related app categories.
2020 seems like the longest year, but it is finally drawing to a close. We don’t know what 2021 will bring, but as mobile marketers, these predictions can help you better prepare for the year ahead.