A few months ago, Apple launched a change in its mobile operating system that sought to protect the privacy of the users of its devices. To improve privacy and to respond to the demands of its users in this area, Apple devices blocked the tracking that apps and other spaces made of Internet users.
If you wanted to collect information, you needed the explicit ok of the Internet user, something that only happens in a minority way. Most users say no to tracking , blocking tracking and data collection. For marketers, a new nightmare had started. The effects of the change have been immediate, anticipating an avalanche of changes that will make things even worse and generating uncertainty in the sector.
Marketers worry that this is just the beginning of a general trend with ramifications in many more spaces. But the change has not only affected marketers’ forecasts and raised new fears, it has also changed how you open your portfolio.
As pointed an analysis of The Wall Street Journal , prices of mobile advertising campaigns for iOS devices have fallen in recent months, while Android has gone up. Advertisers have started to focus primarily on Internet users browsing from an Android device.
By eliminating the ability to track and collect data, what makes ads work and stand out has been eliminated, leading to shifting the epicenter of what matters. The data in the Journal are, of course, relative to what happens on large advertising platforms, Facebook and Google. For now, it is not known for sure what is happening with the investment in general digital advertising.
What the numbers say
The effects were not seen immediately either because, as indicated by the data from the economic newspaper, the jump to the new operating system was not immediate. Although the update was launched in April, the park of iOS mobile devices was gradually added (towards the end of June, more than 70% of the terminals had the new version).
As this was happening and the sample became larger, it was seen how it affected advertising investment. Data from an ad measurement company, Tenjin, indicates that ad spending for iOS has fallen by a third between June 1 and July 1. During the same period, spending on Android was up 10%.
The specific figures of an agency, Tinuiti, also point in this direction: its clients went from increasing their investment in Facebook ads for Android by 46% to doing so by 64%. Investment in iOS has slowed down: from 42% to 25%. The prices of the ads have also changed. Right now, reaching an Android user is 30% more expensive than reaching an iOS user.
The twilight of the iOS user reign
The figures are especially striking and relevant because, traditionally, iOS users were the most expensive in mobile advertising. Although Android is the most popular operating system and the one that most mobile device users have, advertisers praised iOS because Apple’s user data indicated that they were a more valuable audience. They spent more and were more profitable. At least until now.