Updates on iOS14 changes > Effect #1
- May 25, 2021
Several weeks ago we asked all our Newsletter subscribers how the iOS14 update was affecting their advertising campaigns.
We got a lot of feedback, so let's take the opportunity to comment on the most common effects on this and upcoming weeks.
Effect #1 - Audiences have been reduced
As expected, the iPhone users who opted out from Facebook tracking have disappeared from audiences for our cold prospecting campaigns and also from retargeting campaigns.
If in a prospecting campaign we had, for example, an audience of 1,000,000, it would now be between 700,000 and 900,000.
The same with retargeting campaigns. If we had 10,000 web visitors that we could retarget with ads, this audience would now be down to 7,000 - 9,000.
If that's all we had, just reduced audience size and nothing more, who would have been the most affected? The big companies and the local ones.
The first, because they have enough budget to impact tens of millions of people every one to two months, and they will feel how their pie has been reduced.
The second, because to impact your locality, your area of work (unless you have a very large population), does not require much budget (150 to 1000 euros, for example) and is something you can do in also one or two months.
And what about those in the middle? We answer that with another question.
How important is it for a company that can take 12 months to impact every potential customer at least once, the fact that now it will be able to do it in 10 months because the audience is smaller? Rather insignificant.
If only it had all ended up with a smaller audience... but it hasn't.
The real problem of the moment is the behavior of the Pixel, which has not reacted well at all, as if it were a baby with more toys than it needs, which has become hysterical because some of them have been taken away.
We will go deeper into Pixel's condition in one of the next Newsletters. Until then, we invite you to continue letting us know how your campaigns are performing during this first month with the iOS14 changes.
All the best from Barcelona,Alex Tsomaia & Patrick Wind