Apple today announced that it is expanding its offering of how developers can promote their apps on the App Store, helping developers expand their reach and make it easier to discover more of what the App Store has to offer.
Until now, Apple has offered developers two advertising options in the App Store: on the Search tab and on the search results page. Both ad placements have been a huge success for developers, according to Apple, helping them find users who may be interested in their apps. The expansion of advertising opportunities in the App Store is part of the company’s efforts to maintain the App Store as the best place for developers to grow their business.
Apple Search Ads gives developers of all sizes the opportunity to grow their business. Like our other ad offerings, these new ad placements are built on the same foundation: they include content only from apps’ approved App Store product pages and adhere to the same strict privacy standards.
As part of these efforts, the first new ad opportunity will be on the Today tab – the front page of the App Store. Today App Store ads allow developers to promote their apps alongside the daily editorial content of the App Store team. Ads are clearly marked as ads and are distinct from normal App Store editorial stories. The Today tab is the first tab preloaded when the App Store app is opened and was introduced as part of the App Store redesign in 2017.
The second new developer ad placement in the App Store will be directly within app product pages. Ads appear under the “You might also like” section at the bottom of the page and are also clearly marked as ads.
The cornerstone of Apple’s App Store ads is the company’s focus on user privacy. The new ads will follow the same strict guidelines and policies that are applied across all Apple platforms and services. When users first open Apple’s apps, such as the App Store, Apple News, and Apple Stocks, they are given the freedom to choose whether or not to enable personalized ads.
In a presentation to advertisers obtained by: MacRumors In May, it was revealed that in Q1 2022, 78% of iOS 15 and iPadOS 15 search volume in the App Store came from devices with personalized ads disabled in all countries and regions where Apple’s search ads are available.
Whether or not users have personalized ads enabled, Apple will not serve personalized ads to users under the age of 18, to users with an Apple ID associated with a minor under the age of 13, or to managed accounts. Additionally, unlike some social media giants that allow advertisers to target very specific user demographics, Apple restricts developers from targeting ads to segments and demographics with fewer than 5,000 other similar users, preventing hypertargeting.
Apple also never uses factors such as religion, political affiliation or health to target its customers, claiming that it is able to deliver highly effective ads without the need to track individual users. In addition, Apple’s ads are never associated with an individual “Apple ID” and a “user profile” is never created to target a specific user across all of the company’s services.
Ron Schneidermann, CEO of AllTrails, a popular app for hikers and campers, said Apple’s App Store ads have helped “attract new, more engaged customers in a variety of markets” and have become a critical aspect of its growth strategy. from Apple.
Apple Search Ads has helped us attract new, more engaged customers in a variety of markets. We rely on Apple Search Ads for cost-effective customer acquisition – it’s an essential part of our growth strategy. As they become available, we plan to invest in new placements to reach even more customers in the App Store and continue to drive our business growth.
Apple will soon test the new ad placements with limited developers.