User acquisition is a high priority for most brands because it’s the kind of thing that could potentially allow them to expand their user footprint and secure future profitability. User acquisition marketers often rely on search ads, and it looks like Apple Search is seeing a pretty healthy increase in marketing spend in this regard. This is quite interesting because it shows that Apple’s privacy-conscious SKAdNetwork offers enough value for marketers to invest in.
A survey which was recently conducted by digital turbine recently revealed that approximately 38% of marketers who focus on user acquisition plan to increase their spend on Apple Ads, all things considered. 61% of marketers in this space have already started using SKAdNetworks, and a large portion of them are looking to up the ante with larger marketing budgets for the coming year.
27% of users who responded to this survey also said they plan to start using SKAdNetworks during this year for the first time, and Apple’s privacy protection, which does not provide information that can be used to identify users is clearly paying off. Many have criticized Apple for making third-party tracking nearly impossible on iOS devices, but despite that being the case, the tech juggernaut is showing there may be a much better way to advertise to people. users without compromising their right to privacy.
This data also reveals a lot about where marketers are looking to spend their money. About 46% of marketing budgets go to video content production. 18% is spent on display ads and 13% on search ads. This means that search advertising giants like Google have a relatively small pie and would like to prevent their main competitor Apple from taking the top spot. Video ads are a separate category, so Apple and Google are currently vying for dominance within that 13%, which is still quite valuable considering the size of the industry.
Read next: Live video industry expected to reach over $180 billion by 2028