App Promotion Strategy

What trends will influence app marketers in 2022?

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A new report from Remerge and Fyber assesses the state of programmatic promoting after the rollout of the App Tracking Transparency  (ATT) framework and appears on the traits that can affect app entrepreneurs in 2022.


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Knowledge from Remerge’s post-IDFA dashboard reveals that the impression of ATT is nearing its peak, with the worldwide adoption fee for iOS 14.5+ now at over 80 p.c. The variety of iOS bid requests for ID customers has dipped because the introduction of Apple’s privateness adjustments, however the quantity of IDFA stock nonetheless accounts for greater than 50 p.c of the programmatic marketplace for iOS. This quantity is increased than initially anticipated and is sufficient for app entrepreneurs to run efficient promoting campaigns at scale.

Supply: Remerge’s ID or No ID? dashboard

Partially three of the ID or No ID? collection, Güven Soydan, VP Product at Remerge, and Yoni Markovizky, GM Market at Fyber, present their tackle what’s occurring within the programmatic promoting trade and share their ideas on what app entrepreneurs ought to look out for in 2022.

Listed here are some key takeaways from the report.

Android is experiencing vital development
Yoni Markovizky evaluates information traits from Fyber’s platforms because the ATT rollout and discusses the expansion of Android:

“For the very first time, we see that Android apps are making extra money than iOS apps on our platforms. iOS is holding in there, at virtually fifty-fifty — however the development development is for Android. Whereas iOS stays sturdy and has not suffered a major drop, Android is seeing development. Builders have additionally made tactical choices to speculate much less in consumer acquisition (UA) on iOS and shift to Android — leading to manufacturers shopping for way more on Android. We’re additionally seeing builders allocating assets to Android, together with some builders investing extra in video games for Android, whereas earlier than, they have been extra iOS-centric.”

Significant measurement constructions to encourage change
Güven Soydan talks about what he expects to see as we enter 2022:

“The transfer in the direction of a privacy-first ecosystem, in fact, will deliver a couple of extra delayed, basic, and eternal change to the trade — a wind of change that isn’t pushed by technological limitations however by the minds of the people within the trade. I count on to see firm methods that push entrepreneurs to demand new and extra significant measurement constructions, together with extra curiosity in deeper promoting metrics.

The position of Mobile Measurement Partners (MMPs) because the aggregators and consolidators of knowledge won’t stay intact for the long run. This case will trigger one in every of these two issues: MMPs will change into all-round worth and manufacturing optimization platforms, or they may give you modern methods to symbolize the mixed impression of each advertising and product operations.”

Privateness is an even bigger precedence than ever earlier than
“The trade is robust and cell promoting stays on the rise”, states Yoni Markovizky.

“The best way we’ve handled the adjustments says loads in regards to the resilience of trade gamers, in addition to their willingness to adapt to the brand new privateness period cell customers demanded. Privateness is an even bigger precedence than ever for customers, and the path is obvious. Apple made a major step and the trade is following. Google’s announcement of steps in the direction of additional restrictions of developer entry to the Google Promoting ID (GAID), in addition to extra privacy-aware insurance policies more likely to be rolled out in 2022, is yet one more affirmation of this path.”

It’s a stage enjoying area
Advertisers and platforms proceed to check and optimize their setups in a no-ID setting. Because it stands, there may be not a standardized strategy to navigate this privacy-first ecosystem. There could also be fewer IDs on iOS, however apps can nonetheless have interaction with their audiences; creatives and contextual information factors, resembling time of day and day of the week, have gotten much more necessary.

Pan Katsukis, Remerge CEO, states, “look out for alternatives in 2022. Platforms like Fb are amongst these organizations most affected by what’s occurring. They have been exploiting ID site visitors and attributing themselves. It’s now a extra stage enjoying area for everybody.”

Extra consolidation to return in 2022
“I count on privateness adjustments to drive much more consolidation in our market, amongst different causes. Corporations that perceive the significance of cross-promotion, the place attribution remains to be potential, can be within the new privateness actuality and can try to consolidate with different components of the worth chain. They perceive how this works and can look to scale up these campaigns beneath their umbrella.” Yoni Markovizky