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How to Do Mobile Targeting in the Post-IDFA World?
The way users access internet has changed over the last 10 years with the development of technology. Compared to devices in the late ‘00s, today phones successfully compete with and replace desktop computers. Statistics show that mobile devices are responsible for about 60% of internet traffic in 2022. The figure has increased by 6 times since 2010.
Marketers are actively using mobile targeting to reach potential customers because for many of us phones are the first thing we see when opening our eyes in the morning, and the last device we check before going to bed. The recent changes related to user data privacy are going to influence the use and effectiveness of mobile targeting. In this article we will cover the upcoming challenges for marketers who include this type of advertising in their media mix and the ways to address them.
What is mobile targeting and how it works?
Mobile targeting is a marketing strategy used to deliver personalized ads, content or offers to users on their devices, such as smartphones and tablets based on their demographics, location, browsing history or other factors. The goal is to reach specific audience with relevant and timely messages that increase the chances of conversion, such as making a purchase or downloading an app. This is achieved by identifying and targeting users through various methods such as location-based targeting, apps data, and device-specific information.
Types of mobile targeting techniques
Geofencing
Geofencing is a location-based mobile targeting technique that involves defining a virtual boundary around a specific geographic area and using that boundary to deliver targeted messages or ads to users who enter or exit the area. It works by using GPS, Wi-Fi, or other location data to determine when a user has entered or exited a defined boundary.
Audience Segmentation
It is a technique that involves dividing a larger audience into smaller, more targeted groups based on specific characteristics or behaviors. Audience segmentation can be based on factors such as demographics, location, purchase history, website behavior, or interests, and can be used across various channels, including email, social media, and advertising.
Contextual Targeting
It is a type of digital advertising that involves delivering ads to users based on the content of the websites or apps that they are currently viewing. This type of mobile targeting works by analyzing the keywords, topics, and themes present on a page or in an app, and using that information to deliver relevant ads to users. The goal of contextual targeting is to deliver ads that are both relevant and useful to users, which can lead to higher engagement and conversion rates compared to other types of advertising.
Lookalike Audiences
It is a type of advertising targeting that identifies and reaches new users who are similar to a brand’s existing customers or high-value audiences. This is done by analyzing data on the behaviors, interests, and characteristics of the target audience and finding users who have similar profiles.
Mobile targeting without IDFA
Mobile targeting used to be easy before Apple released the iOS14.5. App owners just needed to run a campaign and then they regularly received statistics on acquired users. After that they launched retargeting campaigns that were focused on audiences that share characteristics with users that spent money in the app. And now users can’t be targeted unless they explicitly consent to it. It was also possible to see the full path to purchase, while today only the last touchpoint leading to the conversion is known. Apple has introduced SKAdNetwork as a performance measurement solution, but it doesn’t offer the same level of precision as IDFA. As a result, Facebook shares dropped by 26%.
Apps that are oriented at a broad audience won’t be affected too much by the change, but niche apps that relied on user data that is now unavailable are already suffering.
In the post-IDFA world, retargeting as we know it today won’t work, so advertisers will have to find new ways to reach their target audience. Here are a few ways that retargeting may work in the post-IDFA world:
First-party data: companies can use first-party data, such as information from their website or mobile app, to retarget users who have already engaged with their brand.
Contextual targeting: advertisers can use it to reach users based on the content of the websites or apps that they are currently visiting.
Device-based: device-level data, such as operating system, screen size, and language, can to some extent help to target users.
App-based: brands can target users based on the apps that they have installed and used.
Android: advertisers may shift their budgets for some time and target Android users, until they find a way to adapt to the new reality.
It’s important to note that the post-IDFA world will continue to evolve, and advertisers will have to be adaptable and innovative in their mobile targeting strategies to remain effective.
Performance measurement and optimization
Even though user data is not available any more, advertisers need to find tools that are still effective under current circumstances.
Last-touch attribution
It still can be used, but this tool is not perfect and doesn’t show the whole picture preventing us from understanding what actually lead to the conversion.
Conversion value
That is the parameter SKAd Network measures, it shows which channels are better.
Causal inference
It’s a statistical method that will be helpful for large advertisers that include various channels in their media mix. his approach can measure the contribution of individual channels on performance. Here is a comparison of three AI-based solutions that use statistical modeling to evaluate marketing performance.
Rule-based optimization
Algorithms of the system introduced by Apple can be trained to optimize ad placement based on rules. These rules can be focused on ROI, for example. Under current circumstances it will be possible to know which source apps or publishers contributed most to the KPI, so optimization will be focused on traffic sources.
Conclusion
Despite all the challenges and limitation that come with the update from Apple, there are approaches and solutions that allow advertisers to keep mobile targeting in their marketing strategies and benefit from it.
Mobile targeting is a key component of a go-to-market strategy for many businesses. By leveraging user data, marketers can target specific customer groups with personalized messaging and offers, which can increase engagement and drive conversions. However, with recent changes related to user data privacy, the effectiveness of mobile targeting has taken a hit. This means that verifying the effectiveness of a go-to-market strategy that includes mobile targeting is more important than ever. Businesses must be able to measure the impact of their mobile targeting efforts and adjust their approach as needed to optimize results and stay ahead of the competition.
Overall, mobile targeting and verification of a go-to-market strategy go hand in hand. A successful go-to-market strategy requires a data-driven approach to mobile targeting, and ongoing verification and optimization to ensure maximum effectiveness. To enhance the probability of a successful go-to-market strategy implementation, consider leveraging CheckMedia’s automated service, specifically designed to validate your plan. With just five simple questions, you can obtain valuable insights regarding the sufficiency of your marketing budget to execute your strategy efficiently. By using CheckMedia, you can make sure that your go-to-market strategy is built on a solid foundation and not subject to unforeseen risks. Don’t leave your success to chance, take advantage of CheckMedia’s expertise to validate your go-to-market strategy today.
