Early in September, various media reported that Apple would introduce additional ad placements within the year 2022. Previously, Apple’s ad placements (advertising spaces) were only available on the Apple Search Results Pages and Search Tab.
Recently, Apple has announced new Ad Placements for brands and marketers to choose from. These will be added to the Today Tab and the Product Page (below each app listing). Here’s a breakdown of everything brands and marketers should know. Let’s take a look together.
Expand Reach to Every Campaign Through Today Tab Ads
Anyone who uses an iPhone on the iOS operating system is likely familiar with the App Store, an app used to download other apps. According to the latest announcement, Apple will display ads in the Today menu, expanding the advertising space from primarily focusing on Search Campaigns.
Advertising in the Today Tab will appear as large rectangular boxes similar to other content on the same page, but with the word “Ad” labeled to inform users that it is advertising content. Brands or marketers who want to create campaigns can configure this in App Store Connect with the following basic requirements:
Position at the Bottom of App Product
For advertisements in the App Product position, they will be located in the “You may also like” section at the bottom. If it’s an app advertisement, there will be a thin blue frame and a message indicating that it is an app advertisement. The app will be related or similar to the app the user is searching for. For example, if you search for a photo editing app, other photo editing apps may have advertisements displayed underneath.
Advertisers will not be able to specify apps for ad placement, but rather the ads will be displayed alongside the apps the user is searching for. Advertising on the App Store can only be done by apps that have been approved by Apple due to Apple’s strict privacy policies.
Conclusion
From a marketing perspective, this is another step for Apple that will help brands and marketers have more advertising options. However, there has also been criticism of this move by Apple, as noted in a tweet by Florian Mueller, a well-known app and software developer, who stated that “this update from Apple is akin to forcing marketers or brands to purchase additional money to buy advertisements on their own App Page to prevent losing customers.”
According to the latest report from Mark Gurman, a renowned columnist at Bloomberg, Apple hopes to increase advertising revenue by nearly three times (equivalent to $10 billion per year) in the coming years. Therefore, it is possible that this policy of adding new ad placement options is a response to the direction Apple has planned.
For brands and marketers who want to advertise through various channels, Apple has officially made it available since October 25th, excluding China.
Source: SEJ
Consult Digital Marketing with Relevant Audience
Relevant Audience is a company providing services as a Digital Performance Marketing Agency, with the main goal of providing digital marketing services to businesses to reach target audiences who are looking for products or services at the right time, place, and device through online channels. Our services cover Search Marketing, Social Media Ads, Search Ads, and SEO (Search Engine Optimization) to Influencer Marketing and are also part of the Google Partners program.
For more information
Tel: 02-038-5055
Email: info@relevantaudience.com
Website: www.relevantaudience.com
