New guide shows a shift in ad spend from iOS to Android
following App Tracking Transparency (ATT) rollout plus user privacy
insights for marketers
SAN FRANCISCO, Aug. 2, 2022 /PRNewswire/ -- Mobile marketing
analytics platform Adjust and leading short form video platform
TikTok today released a joint guide, "iOS 14.5+: Success made
simple with Adjust and TikTok" offering insights and best
practices to help mobile marketers, developers, and advertisers
navigate the ever-evolving world of user privacy on mobile. Because
opt-in rates can range from 17% to 50% across geographies, the
report also details differences by region or market, to better
inform strategy or benchmark what is or isn't working from country
to country.
![Knowing the differences in opt-in rates by region or market is an important way to inform strategy or benchmark what is or isn’t working from country to country. Knowing the differences in opt-in rates by region or market is an important way to inform strategy or benchmark what is or isn’t working from country to country.](https://mma.prnewswire.com/media/1870466/220707_TikTokReport2022_PRCharts_V03_EN3.jpg)
"The rollout of iOS 14.5 raised questions around the future of
user acquisition and attribution in the mobile marketing industry,
yet data shows that the impacts are not as dire as many expected,"
said Katie Madding, Chief Product
Officer of Adjust. "Advertisers can continue to thrive, while
maintaining customer trust, by embracing privacy-centric mobile
marketing and leaning on industry-leading solutions that benefit
all aspects of the app ecosystem."
Adjust and TikTok's iOS 14.5+ guide outlines tips on getting the
opt-in, conversion value measurement insights, and best practices
for campaigns launched in this evolving privacy-centered era. The
guide also includes a number of best practices and recommendations
for running campaigns on TikTok, including optimal account set-up
for iOS 14.5+, best approaches for ad groups, and optimization
solutions.
Key findings include:
- A smaller than expected shift in ad spend from iOS to
Android. In the leadup to the release of iOS 14.5, ad spend on
iOS slowly decreased from around 41% to around 38% in April 2021. This number continued to decrease
throughout 2021, reaching a trough of just over 30% between July
and Oct., before rebounding to 34% by April
2022.
- Opt-in rates have increased from 2021 to 2022, implying
that a growing number of users understand the benefits of opting
in, and that brands and marketers are successfully providing these
benefits to their consumers. Compared to early predictions, which
placed opt-in rates as low as 5%, numbers are now well over 30%.
Gaming has posted an average of 31% as of Q2 2022 and hyper casual
games have reached 39%.
- Country opt-in breakdowns. Adjust data shows that, as of
Q2 2022, Indonesia is posting the
highest average opt-in rates at 50%, followed by Thailand (42%), Brazil (39%), Vietnam (39%), and India (36%). Meanwhile, Germany has the lowest opt-in rate at
17%.
"As mobile marketing continues to evolve, we're fully committed
to providing a safe and protected platform for our users, while
developing dedicated solutions and optimization methods to navigate
the changes together with our advertisers and partners," said
Melissa Yang, Head of Ecosystem
Partnerships, TikTok. "We're excited to unveil the latest insights
from this report and continue building a place where marketers can
engage the TikTok community in a meaningful way."
For additional insights, the full iOS 14.5+ guide is available
for download here.
About Adjust
Adjust is the mobile marketing analytics platform trusted
by growth-driven marketers around the world, with solutions for
measuring and optimizing campaigns and protecting user data. Adjust
powers thousands of apps with built-in intelligence and automation,
backed by responsive global customer support.
Adjust is a subsidiary of AppLovin (Nasdaq: APP), a leading
marketing software platform providing developers with a powerful,
integrated set of solutions to solve their mission-critical
functions like user acquisition, monetization and measurement.
Learn more about Adjust at www.adjust.com.
Media Contacts
Adjust
Joshua
Grandy
pr@adjust.com
Photo -
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