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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What we're reading
 

We've curated our picks from across the web so you can retire your feed reader

How Marketers Are Using NoCode – CMS Wire

The Current Health Of Marketing Strategy – Forbes

The age of data privacy: personalization’s existential crisis? – Marketing Dive

Amazon creates $5M relief fund to aid small businesses in Seattle impacted by coronavirus outbreak – TechCrunch

Quibi will have pre-roll ads that you can’t skip on its videos – The Verge

Machine Learning: Your Secret Weapon for Customer Acquisition – Multichannel Merchant