Moving beyond privacy barriers 

Moving beyond privacy barriers 

AppsFlyer, a leading mobile attribution and marketing analytics company, has revealed its 2022 Mobile Marketing Trend predictions. From uncovering how privacy will impact campaign budgets to discovering new skills for marketers in the year of privacy, the predictions also explore gaming, creative and web-to-apps trends. 

Here are some items that marketers can look forward to from the 2022 Mobile Marketing Trend predictions:  

  • Marketers will likely move budgets away from bigger networks for raw post-backs conversions, to software development kit networks and to smaller social channels. 
  • Levelling up on understanding and use of different techniques for data analysis (such as portfolio-level data) that will help in allocating budgets efficiently to maximise return on ad spend. 
  • Leveraging learnings from portfolio-level data to retain and cross-promote users to maintain a competitive edge to lead the market. 
  • New ways of measuring marketing effectiveness will arise, with Data Clean Rooms (DCRs) being an effective tool to help marketers identify useful information and act as a catalyst for working with differently-shaped data. 
  • Placing a bigger emphasis on life cycle marketing to make up for the reduced efficiency from remarketing campaigns. 
  • Embracing more non-SKAN measurement, using probabilistic measurement, modelled conversions and incrementality.  

Since the launch of iOS14, app marketers have seen challenges with campaign tracking. iOS users now have to explicitly consent to granting access to their data on applications. Therefore marketers are relying more on Apple’sSKAdNetwork (SKAN) to measure the success of their campaigns. 

The introduction of SKAN has prompted the rise of mobile measurement partners (MMP) to reimagine campaign measurement solutions by integrating marketing metrics into a single platform. With MMP being the only party with an unbiased view of the entire consumer journey, an MMP will help marketers to understand which media source deserves credit for driving conversion.  

Marketers are able to configure conversion value schemes, simulate and visualise critical performance KPIs through full-funnel insights and predict campaign performance – all by removing the barriers of SKAN. This empowers marketers to make informed decisions regarding budget allocation.  

iOS 14 has set the scene for a new era of privacy-centric marketing within the mobile ecosystem. App developers and marketers, mobile measurement partners, and other players in the industry need to continue testing creative ways, and optimising campaigns with smart data insights,” said Antony Wilcox, Director of Growth, Australia and New Zealand, AppsFlyer. “With Australia and New Zealand being iOS dominant regions, we encourage industry players to be on the lookout for more changes that will lean towards privacy-centric technologies such as ‘privacy cloud’. At AppsFlyer, our mission in this region is to empower app marketers and tech partners to create more meaningful interactions and personalised experiences to drive business growth for our clients and partners.” 

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