In his latest blog post Sam Fenton-Elstone, CEO, Anything is Possible, looks at the recent changes Apple has made to iOS, and what this could mean for the digital marketing industry.
Despite the fact that globally iOS lags behind Android with 14% market share, in developed countries such as the UK its market share is much larger at 52%. Any changes Apple makes to its Safari browser is likely to prick the ears of brands and advertisers alike.
Last week, Apple changed its Intelligent Tracking Prevention to prevent the ability for advertisers to track Facebook “Like” and “Share” interactions. This change means a reduction in the data advertisers have to optimise campaigns – and a reduction in data that Facebook collects. As Facebook is the dominant mobile media partner for most advertisers, the effects are likely to be widespread and for some, potentially worrying.
To cope with this change advertisers will need to alter the way they optimise their social and mobile campaigns, and adjust their over-aching strategies to cope with the reduction in data.
What this means for the industry?
There has been a huge leap forward in the public awareness of online privacy. In Europe, GDPR has pushed it to the top of the news agenda. For the digital marketing industry this means the consumers advertisers target are much more aware of the tactics used to reach them. As the popularity of ad blockers shows, in many cases, they don’t like it.
We are at a tipping point now, where the industry needs to change. Advertisers, media agencies and publishers need to move on from an over-reliance on cookie targeting based on an unregulated ecosystem. The truth is, it hasn’t worked as well as many would have hoped.
Those that embrace this change will be successful, those that lag behind will find themselves in trouble.
Is Apple starting a broader conversation about the need for new standards around how advertising is delivered online?
It’s important to note Apple makes very little money from advertising, compared to Google and Facebook, which both make the majority of their revenue from advertising. In many ways, the changes Apple are making are a direct swipe at the ad-funded business model of its Silicon Valley neighbours. Apple makes its money from hardware and content. It can afford to remove key tools of the advertising ecosystem without threatening its own revenue.
It is a smart move from Apple – they are are aligning with consumer attitudes and in true Apple fashion, creating a product that people really want.
What changes or innovations will the industry have to make if the updates offered by Safari become the norm?
We need plan for people and experiences, not cookies and impressions. Ultimately what really matters is generating valuable attention that delivers lasting brand impact. Advertisers need to shift to an attention model that focuses on just that.
The aip attention model
The aip attention model focuses on 4 areas:
Make your brand presence known as people go about their daily lives. Be in and around the places they live, play and work. Be alongside content they see and consume with creative that delivers your message, but never distracts.
Make it easy for your brand to be found by your audience, when and where they want to engage.
Create highly personal, deeply immersive opportunities to connect with people and tell your brand’s story.
Develop cultural fame that delivers lasting brand impact. Spark conversations that go beyond your media investment. Tap into cultures and communities that are important to your customers.
So what next?
Media planning should focus on the who, what and why, across all channels (mobile, desktop, display, video, digital out of home, digital TV etc.). There are other ways to reach audiences beyond the cookie targeting so many rely on. And in many cases, these approaches can be much more effective.
Contextual signals are one aspect that will become more prominent as advertisers revalue content and moments as key levers in their campaign delivery. Quality publishers should also benefit from this approach through increased relevancy of advertising.
The removal of micro-targeting capabilities should lead to a renaissance in creative quality – and that truly is a great thing. We need better advertising out there with formats and messages that complement the environments in which they are shown and inspire consumers. We need to work towards eliminating ads that distract consumers and trick people into clicking on them for no gain.