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Tenjin, a mobile measurement company that works for numerous indie and mid-sized mobile game publishers, said the survey found that 39% of mobile advertisers, or two in five, said Apple’s privacy measures would reduce their revenues. damage in 2021.
In a poll of 302 mobile advertisers (mobile game publishers and other app makers) with Growth FullStack, Tenjin found that 75% said Apple’s changes are jeopardizing the future of their company. And 55% said mobile marketing was more difficult in 2021 than in the previous year.
Last year, Apple changed the signup processes for its Identifier for Advertisers, which mobile game and app companies used to track ad effectiveness. By making the opt-in more visible, the majority of users have chosen not to be tracked. As a result, user acquisition campaigns were no longer easy to execute and advertisers could no longer accurately target consumers.
At the time, many major game companies in the US and UK early last year said they weren’t going to have a major impact, as Apple prioritized privacy over targeted advertising in April 2021 with iOS 14.5. clear, but eventually companies realized that many users opted out of the target. This was a “seismic shift” for mobile ads, Tenjin said.
Tenjin said 91% of iOS game and app publishers use Apple’s advertising framework.
Roman Garbar, chief marketing officer at Tenjin, said in an interview with GamesBeat that it is difficult to predict how growth will play out in 2022, but he does not expect a dramatic improvement in mobile games and apps revenues.
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With the launch of iOS 14.5 in April 2021, user- and device-level data was removed for users who chose not to share it, and the industry was sent to Apple’s new SKAdNetwork framework for attribution on iOS. Designed as a more privacy-focused approach to campaign measurement, SKAdnetwork made it extremely challenging for mobile marketers to track real-time performance and campaign delivery.
Nearly all (91%) advertisers were already using Apple’s SKAdNetwork data for attribution, although only 58% rated the performance of those campaigns as good or better. And 59% of respondents increased their spending on Android and decreased their spending on iOS, while only 27% shifted budgets in the opposite direction.
The survey, conducted in January, also said 84% expressed concern that Android would make similar changes in 2022 to those introduced by Apple in 2021. (However, Google has since announced that its Privacy Sandbox will roll out over time.”
“2021 was a tough year for mobile marketers,” Tenjin CEO Christopher Farm said in a statement: “The introduction of app tracking transparency on iOS accelerated the trend of budgetary shift from iOS to Android and, as the launch of iOS 15 September 2021 was better news for advertisers as it gave them direct access to all SKAdNetwork data, clearly they are still getting to grips with its effective use.”
He added: “While nearly everyone we spoke to was concerned that Android would follow Apple’s lead, there are positive signs that while Google’s Privacy Sandbox has expanded to mobile, Android will offer some respite by taking a more gradual approach. However, the privacy-first travel direction is set and with more work to adapt to the changes on iOS, marketers must continue to adapt.”
Garbar said he predicts ad budgets will continue to shift to Android as it is still easier to target consumers on Google’s platform. Google is working more with its partners and is not making the changes for now, Garbar said.
He noted that a number of mobile game companies were clearly afraid for their future because they decided to sell themselves to other companies. For example, Zynga is acquired by Take-Two Interactive for $12.7 billion and Glu Mobile sold itself to Electronic Arts for an enterprise value of $2.4 billion. Garbar acknowledged that it’s hard to figure out why a company’s revenues are draining, but he believed IDFA changes take some of the blame.
The field survey took place between January 17 and January 26, 2022 at 302 companies with no known links to Tenjin or Growth FullStack, and was conducted by Atomik Research, an independent creative market research firm that employs MRS-certified researchers and adheres to the MRS code. . The full findings of the study will be published as an industry white paper in May 2022.
Tenjin has about 30 people.
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