Mobile advertising will change significantly in 2021 due to stricter privacy rules in iOS14. Advertisers will pay more attention to the first time user experience in early user flow optimization.
Developers and advertisers who want to track and profile users of Apple devices for advertising are no longer able to do so since iOS14. That is why advertising practice will have to change substantially. “More focus on the funnel of users who have to register and onboarding processes.”
In other words: every customer contact must be immediate, because a second chance does not automatically arise. It is no longer possible to ‘follow’ prospects.
In addition, offline advertising will play a greater role for advertisers who have previously been mainly active online. Market researcher Newzoo states that offline reach, but also creative expressions, are becoming more important. The message must get across to the right target group in one go.
The Dutch Newzoo specializes in trends and developments in the gaming world. However, it has been regarded for years as a forerunner when it comes to advertising dynamics and techniques. Mobile gaming trends will become relevant to many other industries at some point in the near future.
The advertiser value of the mobile gaming market is well above ten billion euro.
The researchers: “We expect that less will be spent on iOS in the short term, and that money will flow to Android and the web. In the longer term, we expect a revival of the traditional form of creative advertising ”, a data-driven combination of online and offline communication.
Photo: PieDog Media (cc)
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