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Apple’s privacy measures — which negatively impacted mobile gaming revenues — have boosted its own Apple Search Ads business, according to a report by InMobi’s Appsumer division.
The report provides a snapshot of advertiser behavior from the second quarter of 2021 to the second quarter of 2022 and reveals that Apple has received a significant boost to its Apple Search Ads due to its AppTrackingTransparency (ATT) initiatives (as the privacy measures were called). ), while Facebook and Snap saw sharp declines in both wallet share and market share.
I don’t know about you, but if I were an antitrust regulator, I’d do a double take on this kind of data, with a large platform owner making a change that benefits itself and hurts its platform competitors.
Appsumer provides a performance insights platform for mobile app advertisers and has unveiled its benchmark report on how major advertisers are leveraging the top app download resources, as analyzed through advertiser channel adoption and wallet sharing.
The report also finds that smaller advertisers are still struggling with the increasing complexity of cross-channel advertising; while the number of channels used didn’t change significantly, the underlying data shows more detail about how larger marketers have adjusted their spend in real time.
Major advertisers increased the number of channels used year-over-year by an average of 1.4 channels to a total of 10.7. In contrast, smaller advertisers reduced the channels used by an average of 1.1 year-over-year to 2.5.
“There seems to be a clear gap between the success of larger advertisers and the struggles of smaller advertisers,” Shumel Lais, Appsumer general manager at InMobi, said in a statement. “The largest advertisers have likely used more channels to maintain volume as performance on some channels declined. Smaller advertisers often lack the creative, data, and optimization resources to diversify quickly.”
Lais recommended smaller app players build lean experimentation processes to diversify channels. And he said a cost-effective data infrastructure can provide valuable insights into the complexity of cross-channel measurement in a post-ATT world.
The report’s findings also highlight shifts among industry leaders, including:
Apple Search Ads joins the duopoly of Meta and Google at the top of advertiser adoption, with adoption growing nearly four percentage points to 94.8%, while Facebook adoption fell three percentage points to 82.8 percent.
Apple Search Ads’ share rose five percentage points to reach 15% share. Apple’s first-party data advantage on iOS for both metering and targeting has helped, but they’ll need more inventory, which is why there are rumors of an Apple demand-side platform (DSP).
Meta’s adoption fell by four percentage points and still ended significantly with a 28% share and a 4 percentage point year-over-year decline in their wallet share. However, the data shows that Meta is seeing an increase in wallet share in the last quarter, suggesting they are starting to recover from the initial ATT headwind.
Snap lost 50% of its share of the wallet and was impacted by both the current economic climate and ATT headwinds. (It’s no surprise to see the recent layoffs at Snap). While adoption fell three percentage points to 32.7%, it rebounded from 25.4% in the first quarter of 2022. Snap may recover its share of the wallet with quarter-over-quarter growth and should see an increase in the coming quarters. can be a leading indicator.
TikTok pulled Snap forward for both advertiser adoption and share-of-wallet. However, TikTok’s advertiser adoption rate fell by nearly seven percentage points to 43.2%. TikTok’s share of the wallet held steady at 3%, suggesting that some advertisers are succeeding, while others are struggling to get to grips with the platform.
iOS versions that enabled ATT achieved mass adoption in June 2021, enabling the report to provide a full year-over-year comparative analysis of the impact on mobile app advertisers. Data from the Appsumer Benchmark Report comes from a longitudinal study that looked at more than 100 consumer mobile apps in North America and Europe with a median spend of $350,000 per month between the second quarter of 2021 and the second quarter of 2017. 2022. Ratings made sure no single advertiser represented more than 20 percent of the data set to prevent a single advertiser from dominating or biasing results.
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