🔊 How promoted push notifications could impact mobile marketing

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Mar 11, 2020

Good morning, marketers, will ads in iOS push notifications affect mobile marketing?

Apple has changed its App Store guidelines to allow push notifications to be used for marketing and advertising. This is a reversal of a previous policy that prohibited notifications for being used for direct marketing purposes. Apple’s new guidelines require app developers to “provide a method in [the] app for a user to opt-out from receiving such messages.”

However, take heed: If push ads and “informational” notifications are co-mingled, and a user opts-out because of too many or irrelevant ads, it could kill the publisher’s ability to send any notifications.

Ultimately we will need to be careful about the promotional notifications sent to our users. Developers and mobile publishers should be transparent about introducing ads into push notifications. If the publisher is clear and takes care to only deliver relevant or personalized ads, the new capability might work extremely well. But sloppy or thoughtless execution, or spam, will almost guarantee failure.

Keep scrolling for more news, including a look at how app install ad spend is on the rise plus our curated reading list to help you keep tabs on the industry.

Taylor Peterson,
Deputy Editor

Pro Tip

Cultivating link equity with bottom-funnel pages

“Link-worthiness, or linkability, is generally related to the size of the audience a given page serves. Your product pages have limited link-worthiness because they serve a smaller audience of people who are ready to purchase,” explains Andrew Dennis of Page One Power. “For example, more websites would link to a page that explores the rich history of soccer and the World Cup than a page that sells soccer jerseys.”

“Of course, you still want your product pages ranking for the terms that describe them and that means you need backlinks. However, because the link opportunities for bottom-funnel pages are inherently limited, you’ll need to get a bit more creative in how you cultivate link equity for these pages — enter linkable resources and internal links.”

Learn More »

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Indicators

Global ad spend for app installs to more than double by 2022

According to a new report from AppsFlyer, global app install ad spend is expected to climb from $57.8 billion in 2019 to $118 billion in 2022 as more app developers rely on advertising efforts to help drive installs. Compared to mobile ad spend as a whole, the share of app install ad spend will grow by 30% by 2022 – making up nearly a third of global mobile ad spend, AppFlyer predicts.

Read More »

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