HomeTechnologyTenjin: The first changes to privacy turned mobile marketing into a zombie

Tenjin: The first changes to privacy turned mobile marketing into a zombie

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A year after Apple shook up mobile advertising, companies are still “zombied” in finding mobile users effectively through advertising. Tenjin and Growth FullStack said in a report today.

The release comes on the eve of Apple’s latest World Developers Conference (WWDC), which takes place today as a virtual event.

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A year ago, Apple changed the way users choose with the Advertiser Identifier (IDFA), preferring more privacy than targeted advertising. The result was that fewer people agreed to follow, which made it harder for them to be targeted by ads.

Mobile game advertisers have felt the impact of Apple’s privacy changes in the first place. They are more concerned about the difficulty of mobile marketing in 2021 (68% of games against 43% of games), the transition of the budget to Android (63% to 48%) and the use of attribution methods such as probability or fingerprint. were sure. 91% vs. 70%.

The companies announced their preliminary results in March and now have one full white paper available. Tenjin is a mobile measurement platform for indie and mid-sized mobile game publishers, while Growth FullStack is a platform for mobile advertisers to enhance individual business intelligence.

With billions of people shopping, socializing, sliding and, of course, playing a third of their waking hours on their mobile phones, it’s no surprise that mobile advertising spending will reach a staggering $ 300 billion in 2021. This amount can reach $ 350. The companies said that by 2022, the global COVID-19 pandemic will reflect the strength of the industry, which is boosted by constant changes in user behavior.

However, they said last year was a rough awakening for an industry accustomed to not knowing who their dollars were targeting and the profitability of the investment they provided with precision. The first changes to privacy were forever changing familiar methods for targeting and measuring ad performance, especially Apple’s iOS, which appears to be their most lucrative ecosystem.

Between spectacular forecasts and descriptions of rising advertising costs, the reality of mobile advertisers is more nuanced. Tenjin and Growth FullStack wanted to launch Atomic Research, a market research agency, to conduct an online survey of more than 302 mobile advertisers in the UK and US.

“Although the apocalypse did not happen as originally predicted, our research shows that there are indeed some tectonic landslides,” said Tenjin CEO Christopher Farm. “The reality is that privacy is not yet fully understood, especially by people like us who spend all their days deciphering it and finding solutions.”

Summary of findings

Among the key findings, the report says, while Apple is fairly well prepared for a change in privacy (53% fair, more than 15%), the majority of mobile advertisers (55%) say that mobile advertising will become more difficult in 2021. has a significant negative impact on advertisers’ revenues. Apple’s average revenue loss due to privacy changes was 39%.

Mobile advertisers use a set of strategies to succeed. Although more than three-quarters (77%) expect Apple to squeeze their fingerprints, about 85% will use the probability attribute or fingerprint in 2022.

Making the most of Apple’s anonymous SKAdNetwork data – a kind of Identifier replacement for Advertisers who now have clearer connection options – is a challenge for mobile advertisers. A small number of companies (32%) have access to internal information science talent, but three-quarters (75%) have resorted to some form of marketing automation to gain insight from large, diverse data sets.

Optimism for 2022

Despite the difficult 2021, mobile advertisers are mostly positive and upbeat. About 85% were optimistic that marketing would be less difficult in 2022, with nearly two-thirds (65%) planning to increase rather than reduce advertising spending.

“Mobile marketing can best be characterized as a zombie situation between a familiar era of unlimited targeting and a new, privacy-friendly one,” Farm said. “It remains to be seen whether the existing patchwork model will continue. It is likely that in the not-too-distant future, understanding SKAN will be imperative, not voluntary. ”

He added: “However, despite the fact that 2021 will be difficult for the results of mobile advertisers and more changes are ahead, our research shows that the optimism of advertisers remains strong. After all, one thing remains the same: the best mobile content and services for both iOS and Android are in high demand by billions of people around the world.

Research in the field was conducted by 302 companies not affiliated with Tenjin or Growth FullStack, and by Atomic Research, an independent creative market research agency that uses MRS-certified researchers and adheres to the MRS code.

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