How IDFA opt-in will change the way we advertise in apps

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30-second summary: Apple announced that it will phase out IDFA, an advertising ID that allows it to track user behavior within the app environment. Advertisers will lose the ability to target narrow audience segments, cap frequencies, launch retargeting campaigns, and get granular reporting. It is still hard to predict how many users will decide to opt-out and become untargetable or which new attribution models will prevail. Advertisers will need to rely on Apple’s network API SKAdnetwork or one of the in-app ID solutions that will emerge in response to the IDFA phase-out. iOS devices offer lucrative audience segments for advertisers, with over 720 million users with above-average income concentrated in Tier 1 countries. There’s only one pitfall, it is a closed ecosystem and a single-handed decision by Apple can send entire industries built around iOS into chaos. This is precisely what happened when during WWDC, Apple announced that it would phase out the IDFA advertising ID that allowed people to track user behavior in the app environment. The decision was met with a wave of fierce criticism, as it may trigger a spike in unidentifiable users, disrupting attribution models and the possibility of one-to-one targeting. It was postponed to early 2021, in many ways due to backlash from Facebook and other companies that facilitate ad sales in apps. Nevertheless, the elimination of IDFA shouldn’t be taken lightly, as it will render many established methods of advertising in apps useless. Advertisers should take steps to prepare because in several months they might lose the ability for deterministic targeting and assessing the effectiveness of their ad campaigns. What is IDFA opt-in? The identifier for advertisers, frequently called IDFA or IFA, is the cornerstone of advertising in mobile apps. It operates similarly to web cookies and conveys information about a person’s online behavior, app usage, device information, etc. IDFA does not transfer any personal information, but gives advertisers the information they need to evaluate ads’ effectiveness and to set up retargeting. On iOS 14, Apple decided to make IDFA tracking optional for users. When the announced changes are implemented, each time a user downloads an app, they will be presented with an option to allow or prohibit tracking. In contrast, on previous iOS versions, tracking was allowed by default, would run silently, and could be switched off in the settings. How many users will go dark? The exact details of the IDFA restrictions …

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9 Great Mobile App Analytics Tools

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You’ve done the incredible—you’ve built an app and started marketing it . While congratulations are in order, making the app is just the first step on your path to app success. The next (and arguably most important) step is optimization. With consumers spending four and a half hours per day on their phones, it pays to make sure your app is earning some of that heavy time-spend. And better visibility can pay. On average, consumers spend $120B in the app store and $190B on mobile ad spend. You can check traffic and user metrics on mobile app analytics to make your app as successful as possible. Here’s what you need to know about mobile app analytics and which tools are most effective at helping you dig into the data. Mobile App Analytics Mobile app analytics aren’t too different from their web counterparts; they track and analyze user activity and events …

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How to Run Sponsored App Ad Campaigns

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You created an app. Now you just need to drive traffic to it. As a marketer or app creator, you might not know where to start to drive app downloads. It might not be as hard as you think. You can start gaining traffic through a sponsored app ad campaign. Wondering what a sponsored ad campaign is and how to run one effectively? Let’s cover what you need to do to get started and optimize your chances of success. This includes how to use a sponsored ad campaign to get traffic directly to your app through major players like the Apple App Store and Google Play. We’ll also cover which metrics you’ll want to track and how to create compelling app ads to encourage engagement and installs. Let’s get started by explaining precisely what a sponsored app ad campaign is. What is a Sponsored App Ad Campaign? Sponsored ads allow …

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Watch out Facebook, Apple’s ad tracking user protections are still on track

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Apple doubles down on its delayed anti-ad tracking features: “Privacy-focused ad networks were the universal standard in advertising before the practice of unfettered data collection began over the last decade or so.” Back in June during Apple’s first online-only Worldwide Developer’s Conference, the majority of the excitement, as usual, surrounded the glossy new features coming to iOS. In this case, the home screen widgets and major Messages improvements were among the big draws. However, Apple, as always, also announced more privacy features coming to its mobile operating systems–including approximate location, camera and microphone indicators, and a feature known as App Tracking Transparency (ATT), which gives users control over how much they allow apps to track them for advertising purposes. Read Full Story

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A comprehensive guide to understanding web push notifications

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30-second summary: Washington-based iZooto provides technology to help businesses retarget their website visitors with personalized web push notifications. Web push notifications allow companies to leverage their website traffic by sending alerts through a user’s browser or mobile device to past visitors. Timing is everything when it comes to push notifications. You can send notifications so that they occur immediately based on actions or triggers, or schedule them in advance. As with most types of outbound marketing, identifying and understanding your audience is key to sending out effective messages. This helps ensure you get the best response rate while not isolating or annoying your users. For detailed information about how web push notifications work including best practices and what to avoid, download iZooto’s The Ultimate Guide to Web Push Notifications, from ClickZ. Founded in 2016, Washington-based iZooto provides technology to help businesses retarget their website visitors with personalized browser and app …

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What is Geofencing Marketing?

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Imagine you’re walking in a mall and receive a Starbucks coupon on your smartphone. You look up to see a Starbucks shop. This scenario may encourage you to visit the outlet, learn about the promo, and use the coupon . With geofencing marketing, or location-based marketing, this convenient strategy turns into a reality. How can you leverage it? Let’s start by discussing the basics. What Is Geofencing Marketing, and How Is It Used? Geofencing lets businesses advertise to consumers within a specified geographic area. With technologies like GPS and radio frequency identifiers, marketers can specify a perimeter or boundary based on a real-world location. Then, they can create a virtual barrier or “geofence” in the area. As consumers enter the geofence, they’re sent location-based ads on their devices. Consider this geotargeted Uber ad for arriving tourists: Geotargeted ads may be useful when you want to: Boost foot traffic: Brands can …

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How to Use Events to Optimize Your Facebook And Google Ads

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Your website is bustling with activity. Visitors are constantly interacting with it. But are you taking full advantage of everything that’s happening on your website for your paid marketing? Every interaction a visitor has with your website… a pageview, a click… can be used to better understand your audience . And when you understand your audience you can target them in a smarter way, and get more bang for your buck from your paid campaigns on Facebook and Google. Both Facebook and Google refer to these user interactions as Events . They allow you to track them using a tracking code installed on your website. What Are Events ? Events are user interactions that don’t involve loading another page on your website. In e-commerce, the prime example of an event is Add to Cart. Another event can be filling out a field in a form, as opposed to a form …

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5 tips for adding connected TV to your holiday ad strategy

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There’s no doubt about it: this year you need to add Connected TV to your holiday ad strategy. With total viewing time on Connected TV devices jumping 81% year-over-year, millions of shoppers will be spending more time streaming television than ever before. And while you may initially think that viewers are mostly tuning in to subscription options like Netflix or Disney+, it’s ad-supported Connected TV that’s getting a major chunk of viewership; according to research from the IAB: 73% of streaming viewers watch ad-supported CTV content. 45% of streaming viewers watch ad-supported CTV the most. Meanwhile, this holiday shopping season is set to be massive for e-commerce. Last year saw holiday e-commerce sales grow by 13.2% to $137.6 billion. That double-digit growth occurred before the COVID-19 crisis forced millions of shoppers to turn to online options for everything from gifts to groceries. And with 66% of shoppers saying they plan …

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5 tips for adding connected TV to your holiday ad strategy

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There’s no doubt about it: this year you need to add Connected TV to your holiday ad strategy. With total viewing time on Connected TV devices jumping 81% year-over-year, millions of shoppers will be spending more time streaming television than ever before. And while you may initially think that viewers are mostly tuning in to subscription options like Netflix or Disney+, it’s ad-supported Connected TV that’s getting a major chunk of viewership; according to research from the IAB: 73% of streaming viewers watch ad-supported CTV content. 45% of streaming viewers watch ad-supported CTV the most. Meanwhile, this holiday shopping season is set to be massive for e-commerce. Last year saw holiday e-commerce sales grow by 13.2% to $137.6 billion. That double-digit growth occurred before the COVID-19 crisis forced millions of shoppers to turn to online options for everything from gifts to groceries. And with 66% of shoppers saying they plan …

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A Deep Dive Into Facebook Ads: How to Create, Optimize, and Test Facebook Ads

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As a savvy internet user, you might think no one clicks on Facebook ads. You’d be wrong. Facebook is on track to make over $60 billion in revenue this year from advertising. Someone’s clicking. How do you get them to click your Facebook ads? More importantly, how do you get them to buy your product or sign up for your email list? Many marketers who have tried Facebook ads, especially in their early days, decided that Facebook advertising doesn’t work. Don’t believe them. If you’re totally new to Facebook, start with this Facebook Marketing Guide . Then come back to this post for a deep dive into advertising. In this advanced Facebook guide, you’ll learn which businesses are the best fit for Facebook ads and how to run successful campaigns. We’ll cover the most common mistakes marketers make and the biggest factor in your ad’s success. You can learn more …

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20 Secrets to Boost Your Facebook Organic Reach

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Facebook organic reach is down. Way down. In the past, posting a link on your Facebook or Instagram page could drive hundreds of clicks. Not any more. Social media referrals have stagnated around 5 percent of all traffic for years . The average Facebook post will reach just over 5 percent of your followers. The encouraging news is social media reach is still massive. There are more than 3.5 billion active social media users . But reaching that massive audience is harder than ever before. What’s the answer? That’s exactly what we’ll cover in this article. Let’s get started. What Exactly Is Organic Reach On Facebook Organic reach is the number of people who see your content without paid distribution. It includes people who are shown your posts in their own feed or because their friends have interacted with you. Paid reach is the people who see your content as …

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