Half of marketing professionals have lost revenue due to new ad regulations

Half of marketing professionals have lost revenue due to new ad regulations

59% of marketers have lost revenue from Apple’s IDFA changes, Google’s phasing out of third-party cookies, new privacy updates, and changes to ad regulations.

This is according to ‘The App-ocalypse’, a new report from Bang, which found that retailers are experiencing a negative impact on their end result due to new ad regulations and changes in privacy.

The report claims that the four horsemen of the App-Calypso – the phasing out of cookies, changes to iOS IDFA, increasing state regulations and consumers who care about privacy – are forever changing the face of app marketing.

The survey, which surveyed more than 300 app developers and marketing experts, found that 64% of marketing professionals were concerned about the implications Google’s third-party cookie removal would have on their user acquisition strategy, while 21% were very concerned. 61% of marketing experts also reported losing sleep due to new changes.

The Bango report also talks about the iOS IDFA privacy changes already in place – which allow users to opt out of tracking. Although updates have complicated user acquisition strategies, retailers understand the need for privacy. In fact, 59% agree that user privacy is their company’s top priority in 2022.

Still, concerns about how to attract new customers remain, with 61% of marketers agreeing that they need to rethink their customer acquisition strategy. 63% are actively looking for new ways to target users who pay without IDFA, cookies or data privacy issues.

The Bango report, by Anil Malhotra, CMO, and Brett Orlanski, SVP Bango Audiences, argues that in a new world of privacy, the only way to reach new app users is to pay to rethink strategy and adopt shopping targeting. .

Malhotra said: “Traditional audience targeting may have worked a long time ago, but new changes and regulations – at least from the point of view of app marketers – have made users unreachable and unreachable, like zombies desperate to bring back to life. In this new world, retailers need to rethink their user acquisition strategies or risk falling victim to the App-Calypso.

“Application sellers need a new solution, which is in line with privacy regulations and which brings a high return on their marketing investment. Instead of wasting time and money targeting customers who won’t pay, Bango Audiences is a cookie-free ad targeting technology. It does not rely on search-based targeting, demographic profiling, or mere guesswork. Analyzes purchasing data processed by the Bango payment platform in major app stores to create a customized audience of customers who are most likely to pay – based on what they have previously purchased. With this customized audience, you can reach new paying customers you might not otherwise find and turn unrelated “zombies” back into paying customers. “

Are you interested in the world’s leading brands personally discussing such topics? Learn more about World Digital Marketing Forum (#DMWF) Europe, London, North America and Singapore.

Tags: Advertising, rules

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