Follow Financial Times, Apple runs ads in search right on the App Store. Let’s say a user searches for the Snapchat app, they’ll see the TikTok ad box show up first in the search results.
Branch Company estimates that about 58% of all iPhone app downloads come from users clicking on ads. A year ago, ads only accounted for 17% of downloads.
Apple runs ads on the App Store
“It feels like Apple’s Search Ads has just come up from the minor leagues to win the World Series in just half a year,” commented Alex Bauer, head of product marketing at Branch.
Researchers at Evercore ISI predict Apple could earn $5 billion from advertising this year, and $20 billion annually over the next three years. They emphasize that improving privacy on iOS has helped Apple “change the game significantly”.
Grant Simmons, an expert at the advertising data analytics company Kochava, said that the advertising market is becoming more and more attractive to Apple, after the company launched a tracking blocking feature that made a series of competitors such as Facebook, Google , Snap, Yahoo and Twitter disoriented.
Since April, data on how users respond to ads in real time has been slowed down to 72 hours. Meanwhile, Apple prioritizes providing detailed data to partners who sign up for its advertising service.
At the end of September, Facebook admitted its advertising business was being hit hard by privacy changes on iOS. They can no longer measure the effectiveness of ad campaigns through the iPhone.
Difficult to run ads on iPhone, companies spend more budget on Android. In the past, if the cost companies spent on Android and iOS was 50/50, now Android accounts for 70.3%, iOS only accounts for 29.7%.