For over a decade digital advertising on phone apps has pretty much been the Wild West. The platform is still basically brand new when compared to established medias such as radio and TV, and advertisers and consumers alike are still working out the best way it should be regulated. Now though, a big change is on the way. Starting sometime this fall, iOS 14 will require apps to give users the choice to opt-in to Ad Based Tracking. Basically, users will have to agree to have their activity tracked between apps to be delivered content across them. This in turn will mean that there is less ad space available and could lead to more expensive ads on apps such as Facebook, an especially important advertising tool for automotive dealerships.
Facebook has led the charge fighting against this change, but Apple is firm on their decision to go ahead with it. In Facebook’s case, it would mean that placing an ad on their platform would no longer allow advertisers to track consumers’ movement across Facebook, Instagram, and the Facebook Audience Network, which includes 1000s of other apps. There is no guarantee that this will cause prices to increase, but it is the most likely scenario.
There are a few possible upsides to this change. While a smaller pool may increase prices, it also allows you to target more motivated shoppers. Since consumers must opt-in rather than being given the choice to opt-out, your ad is more likely to be seen by users interested in buying or researching new goods and services. This could weed out uninterested consumers and ultimately create more effective targeting.
The biggest thing to take away from this news is that it is more important than ever to have an advertising partner that can closely track these emerging trends and update your spending on the fly to provide maximum value on your campaigns. That’s exactly what you get with the Automotive Advertising Agency. Since we first opened we have been setting trends that have revolutionized digital automotive advertising. Our Digital Marketing Experts have decades of experience and their fingers on the pulse to ensure that we deliver the results you’re looking for. Give us a call at 512-610-7300, or contact us at TheAutoAdAgency.com/contact/ for more information.
- The Importance of Black Friday & Year-End Sales Advertising - November 25, 2020
- Comscore: The Right Tool for the Job - November 3, 2020
- Stay Positive: The Benefits of Positive Positioning in Automotive Advertising - October 27, 2020