A new report revealed by Tenjin and Growth FullStack has revealed that the majority of mobile advertisers found their jobs increasingly difficult in 2021, which also had an impact on their revenue.
According to the report, the main reason behind these difficulties were Apple’s changes in policy, which have essentially changed the entire mobile marketing field. It’s worth pointing out that the results of this report were made public before Apple’s keynote presentation at this year’s worldwide developer’s conference (WWDC).
CEO and co-founder of Tenjin, Christopher Farm, stressed that the industry is in a state of limbo right now, caught somewhere between the previous days of unrestricted targeting and the new ones introduced by the Apple and Google changes in policy, where privacy comes first.
“The sustainability of the current patchwork model remains to be seen. It’s likely that, in the not too distant future, committing to understanding SKAN will become imperative rather than optional,” said Farm.
“And yet, despite a rough 2021 for mobile advertisers’ bottom lines, and with more change ahead, our research shows that advertisers’ optimism remains strong. After all, one thing is unchanged: the best mobile content and services are in high demand from billions of people the world over, on both iOS and Android,”
Based on the findings of the Tenjin and Growth FullStack report, right now companies are attempting to remedy the situation by using various different methods. Some are relying on probabilistic attribution or fingerprinting, even though it’s been predicted that Apple will soon be closing in on fingerprinting. Others are attempting to implement some type of marketing automation to gain insight on the market.
The report goes on to show that among the mobile advertisers who have seen things become increasingly difficult in this new age of policy protection, the gaming industry has been hit the hardest. More specifically, mobile game advertisers said they were more likely to move their budget over to Android (63 percent over 48 percent of other mobile advertisers) due to the changes of the whole environment.
Yet, despite all of this, mobile advertisers don’t seem to be put off from further investments. If anything, the increased challenges have made them even more keen and optimistic. Eighty-five percent of them said they believe this year will be less challenging and 65 percent pointed out that they’ll be increasing their ad expenditure.
This study was conducted for Tenjin and Growth FullStock by Atomik Research, an independent research agency and included the opinions of over 300 companies from the UK and the US.
