Are creatives the new targeting in a post iOS 14 world?

Published on 12 April 2022 | Categorized in
  • Utilities
  • Creatives

The arrival of iOS 14 has limited ad targeting options: it means less data collected and the data is less accurate. So we need to find new alternatives to target users and make them more receptive to ads.

 

At Addict, we conducted tests on several of our clients which demonstrated that using creative content as a targeting tool sometimes works better than generic content on specific audiences (with added benefits).

 

You have to really know your users and be able to segment them into user types. For example, for a game app there are casual gamers, hard core gamers, newbies or, in the case of a photo app, there are people who want to buy a gift, travelers etc. Based on this segmentation, the aim is to design ads tailored to each target, based on their interests, their tastes or practices etc.

 

The aim is not to restrict the algorithm but let it target the right users based on the creative content.

   

Reduced targeting capabilities with iOS 14

       

The advent of iOS 14 gives users more control over the data they want to share with apps. In reality, when a user downloads an app, a pop-up appears asking if they consent to ad targeting (opt in)

 

There will be less data collected since some of the users will not consent to ad targeting (opt out). This will reduce the amount of data that can be collected, which means retargeting capabilities and the use of custom audiences will be less effective. Which is why it’s so important to find alternative methods to target users.

   

Customized visuals for each target

     

Targeting a user type through creative content involves analysis to understand your users: interests, tastes, habits etc. For the source algorithm to target the right people, the creative content produced must be tailored to your different targets.

 

If we take the example of our client Majelan, they segmented their audience into different categories: performative, introspective, FOMO and Kids / parenting. Then they analyzed these different personalities to really understand their motivations, barriers, interests, habits etc. Using their research, they produced tailored creative content. By targeting via creatives, they were able to improve their IPM by +15% on iOS 14 and higher.

   

So, testing is important, to see the reaction to your campaigns and to make sure that the creative content targets the right users.

   

How do you set up campaigns properly?

     

Just like Majelan, we produced visuals for Phase 10 based on their 3 target audiences: loyal fans (young female nostalgic gamers), casual gamers (mothers, who like to take their mind off things by playing games), committed gamers (young men, attracted by the competition).

 

To test whether creative content can be an effective way of targeting, we launched a BROAD campaign with no targeting that combined visuals for each target in the same campaign. The aim was to let the algorithm target the right users based on the creative content.

   

Outcome

   

–  A big success for Loyal fans: 72% of the volume of women with better IPM and ROI

 

– Casual gamers: the target was expanded and IPM was better than the Loyal Fan target (which is usually the main target). This enabled us to engage with hard-to-reach users.

 

– Committed gamers: the share of spending allocated to men, which is the core target, was increased and IPM and ROI improved for that same target

 

So broad targeting with segmented creative content was very effective. The sources are powerful enough to send the right creative content to the right person if they are left to do so (unconstrained by targeting).

   

Conclusion

   

It turns out that creatives are a way to target users differently. With the arrival of iOS 14 / 15 this method is all the more valuable. When creating visuals, the messages chosen to address users must be tailored to each type. This involves producing creative content so that each segment can be tested.

   

Do not hesitate to contact our teams. Addict can help you in this regard to improve your performance.

NEWS

Article in relation

Our creative best practices

A few months ago, we discussed the importance of creative in your mobile acquisition campaigns and how to find creative that works and positively impacts your performance. How do you achieve this goal? Here are our creative best practices:     Personalize the message according to the various targets     – The creatives must be tailored to each type of target audience.   – This is even more important as the arrival of iOS 14 has restricted targeting options. The creative is thus a different way of targeting.   – It is therefore crucial to understand your users’ motivations, needs and centers of interest. But also their fears, what stops them, what will make them hesitate to click.   – This reflection on users and the levers to make them move on to action must be conducted upstream in order to brief the creative teams in a relevant fashion and produce effective creatives without losing time.   – Be open to all types of tests, even the most daring, as no-one knows what may be effective and catchy.   For the Cityscoot campaign, personalization of creatives allowed for procuring a CPA => 30% above average.       For […]

Publié le 13 July 2022
  • Utilities
  • Facebook
  • Creatives

The importance of Firebase in managing Google UAC campaigns

You’ve probably noticed that for some time now Google has been recommending the integration of Firebase for managing mobile application installation campaigns on its network. In this article, we’ll explain why Firebase has become essential, how it will improve your campaign results, and how to align it with your MMP.     Higher-quality signals     The recommendation to integrate Firebase is in line with the market, where all stakeholders are asking for the integration of their SDK or technical solutions to improve the signals received by their algorithm. (E.g. Facebook and Snap with their own SDK or Conversions API).   More concretely, Firebase will allow Google to receive standardized data that will be quicker and easier to process for its machine learning models. Plus, the models will also have access to new signals in the user journey which will allow for a better understanding of each user.     New features to boost your results   Accessing this new data will unlock a number of new features for your Google UAC campaigns. Below is a non-exhaustive list:     – A shorter learning phase. Google campaigns can have a longer learning phase than other sources. Firebase will solve this […]

Publié le 15 June 2022
  • Utilities
  • Google
  • Acquisition

Nos bureaux

Paris / FRANCE

128 Quai de jemmapes
75010 Paris
France

Madrid / SPAIN

Calle Juan Ignacio Luca de Tena 1,
Planta 3
28027 Madrid
España

New York / USA

10 East 40TH St.,
Suite 3310 New York
NY 10016
USA