by Katy Treadwell
Apple recently updated its iOS system. What does that mean for your advertising strategy?
Well, going forward Apple users will have to grant permission to apps and/or sites to use their data with the new iOS update.
Your gut reaction as an advertiser might be, “Oh no! No one wants to be tracked. No one will ever opt-in! How will my brand reach its target audience now?”
In part, that is a valid concern. If I asked a hundred people, “Hey, can I use your data to track your behaviors and locations,” I bet every one of them would say, emphatically, “NO!”
But, not to panic – we’ll give you some not-so-secret insight. As long as a user has allowed permission to at least one app or site, advertisers are still able to receive signals, such as location, along with other data from that device. With this, the chances that an individual has opted out of every single app or site are pretty slim. It’s really that simple.
Consumers typically choose to opt-in to apps and sites that they like and trust because they want the information that those sites provide and they also find them useful or helpful.
To put it into perspective, think of your own phone, tablet, or laptop. Don’t you usually want to receive information from your weather app, banking app, music apps, travel apps, food ordering apps, or news and information apps? If you receive push notifications from any of these apps on your phone, then you’ve given some level of permission.
The idea is that it only takes one greenlight for permission with the new iOS update…and most people have many.
So, if a user gets notifications about breaking news, updates on the weather, their favorite sports team, or their upcoming travel plans, that means they’ve also given their permission and the iOS update essentially becomes obsolete.
For advertisers, perhaps the most important thing to remember about the new iOS is that it will NOT prevent any users from receiving ads.
In fact, even after the iOs update, the end-user will most likely notice no difference in his/her online experience or the ads he/she will see in apps or on websites. For example, If you are a foodie and regularly see ads for new restaurants or recipes online, you will continue to be served relevant ads that relate to what you’re interested in, like the newest cooking supplies or a hot new restaurant. If you’re a huge sports fan, you’ll still see ads that may peak your interest in your favorite team’s newest merch.