Engaging high-value iOS users is crucial for app marketers, especially with a 24% year-over-year increase in consumer spending in the App Store, as reported by Appfigures. Google is introducing updates to enhance marketers' performance and measurement on iOS.
New Ad Formats
A recent Ipsos survey indicates that 83% of global consumers use Google and YouTube daily. Google’s App campaigns leverage this reach to connect with valuable iOS users across Search, YouTube, and the Display Network. Advertising on YouTube Shorts allows marketers to reach audiences not present on TikTok or Instagram Reels, with 45% of Shorts viewers not using TikTok and 65% not using Instagram Reels. Enhancements include expanding YouTube’s co-branded partnership ad format to App campaigns and introducing playable ad formats on select AdMob inventory to boost viewer interaction.
AI-Powered Bidding and Creative Tools
Google AI enhances App campaigns through smarter bidding and creative content development. The target ROAS (return on ad spend) bidding is now available on iOS, helping marketers acquire users more profitably. For instance, Uatas, a lending app, saw a 7% increase in ROAS after adopting tROAS bidding. The maximize conversion bidding strategy optimizes for in-app actions using Google AI to set bids effectively. New video enhancements adapt existing videos for various screen sizes and placements, improving campaign performance without additional effort.
Privacy-Centric Measurement
Reliable, privacy-preserving measurement is vital in the evolving iOS landscape. New capabilities include an expanded on-device conversion measurement solution that uses de-identified app event data for better campaign optimization. This technology ensures user privacy, as identifying information remains on the device. Implementing this solution provides access to integrated conversion measurement (ICM), offering real-time and accurate attribution of iOS App campaign performance. Codeway, an AI-powered app publisher, utilized Google’s ICM solution, achieving a 6X increase in installs and an 80% lower cost per install in reporting.
These updates, combined with best practices, equip marketers to drive high-value growth in a dynamic ecosystem.
