iOS 14.5: iOS ad spend drops, ATT implementation is still low
iOS ad spending has been dropping after the release of iOS 14.5, and iOS 15 is not far away. With the release of iOS 14.5 and the introduction of ATT, the mobile ads market began to respond rapidly.
According to Singular data, from February 1 to June 20, ad spend for the mobile was around $1.5 billion for both iOS and Android for their clients. In February, spend on app install campaigns was distributed 56/44 in favor of Android, but in June, the ratio reached 70/30. What a massive leap for such a short period!
However, according to the recent update from AppsFlyer, iOS app install ad spend drops 14%, and budgets are not shifting to Android. An analysis of over $3 billion in-app install ad spend from May 10 to June 27 found that iOS budgets dropped 14% during this time frame, while Android spend saw a 4% decline. This means that on a global scale, there has not been any shift in budget from one platform to another.
Moreover, 58% of iOS users upgraded to iOS 14.5, and this means that adoption, which had been slow before June, has boosted. The opt-in rate to tracking is very diverse by country but still not that high. Unity found that more specified prompts (of four lines especially) and branding pre-prompt can make higher opt-in rates for app developers. However, the share of apps that have implemented ATT reached only 37% by July.
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