Since Apple is no longer a viable platform for marketers who are trying to run ad campaigns, many of them have started to devote their ad creatives budgets to Android instead. The data coming out of AdQuantum shows that 70% of ad creatives went to Android in the latter half of 2022, and that’s despite an overall dip of 27% year over year.
With all of that having been said and now out of the way, it is important to note that the total number of advertisers has also seen a bit of a decline. There were 6% fewer advertisers for apps last year, and that does not bode well for the future of the industry.
In spite of the fact that this is the case, certain regions in the world have seen a boost in advertisers. For example, there was a 10% uptick in advertisers in emerging markets including South Asia and the Middle East.
What’s more, the decrease in creatives might not be a sign of bad things to come. Marketers may be choosing to focus more on quality instead of quantity, which would obviously make the number of creatives lower than might have been the case otherwise.
App creatives are also branching out, with non-gaming apps seeing a general increase in the amount of creatives. Reading, finance and fitness apps saw increases of 3.2%, 1.94% and 1% respectively, and that can do a lot to reassure people who are worried about potential negative trends.
All in all, Apple’s decision is still having seismic effects on marketing. It is changing the approach that marketers adopt, and the full impact may not even have been seen as of yet. All eyes are on 2023 to determine what shape marketing might now take.
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