Apple’s Search Ads service offers paid ad space in the App Store above search results. So, for the request “Snapchat”, users can see TikTok in the first place. Mobile marketing company Branch estimates that up to 58% of all iPhone app downloads are attributed to ad click-throughs, up from just 17% a year ago.
Apple’s ad appeal has increased after iPhone users have been blocked from tracking by default and competitors such as Facebook, Google, Snap, Yahoo and Twitter have gone blind. Data on those users who nevertheless allowed advertisers to track their actions have ceased to be provided in real time since April – only in a generalized format and with a 72-hour delay. And only advertisements from Apple itself continued to provide detailed information.
EasyPark parking service has doubled the cost of promoting its app at Apple. Brand head Caroline Letsjö noted that Apple’s new strategy has led to “Record high ad conversion rate”, while the effectiveness of reaching iPhone customers on Google services “Hurt, so we cut our budget”… Facebook said in September that “It has become more difficult to measure [эффективность рекламных] campaigns on our platform “and many players have been more influenced than expected by Apple’s shift in strategy. Following this announcement, Facebook shares fell 4%.