Big Changes Coming with iOS 9, and What it Means for Marketers

apple_wwdc_news_thumbnailEarlier this month at its annual developer conference, Apple announced some big changes coming with the next operating system. Now that we’ve had some time to digest, here are the some of the new features that will impact marketers:

  1. Apple’s “News” app
    Apple introduced a new magazine-like news experience with its news app, simply called “News.” News content from third party publishes will be curated based on a user’s preferences, allowing readers to choose topics, similarly to the popular news curation app, Flipboard. This is a big opportunity for publishers to get content in front of more readers and monetize via ads: publishers will get 100% of revenue from ads they sell and 70% from ads sold by Apple’s iAd. For marketers, it’s another channel to reach engaged audience on their iOS devices.
  2. New & improved search features
    Apple announced a number of updates related to search, including upgrades to Siri and in-app deep-linking. Siri will be enhanced with better voice-recognition technology, which Apple claims will improve by 40%. Users will swipe right to access to new Search tool offering personalized suggestions from Siri, who will learn a user’s preferences over time. Suggestions will be based on the time, location and user’s previous behavior. With deep-linking to third party apps, users will be able to search for content inside their apps – which is a great feature for app publishers and marketers looking to improve discoverability and engagement for their in-app content.
  3. Ability to block adds on Safari
    iOS 9 will give developers an easy way to develop mobile ad blockers, which could spell trouble for ad networks like Google. According to 9to5mac.com, “When users download an app with an ad blocker extension, it shows up in Settings. Users can keep the app installed and disable the content blocker independently by using the toggle switches.” Only time well tell when and how developers will utilize this feature in their apps, and what impact it will have on ad networks.
  4. iOS Apps Won’t See User’s other Installed Apps
    In an effort to beef up its privacy promise, Apple will prevent apps from getting data on what other apps users have installed in iOS 9. Twitter and Facebook have typically accessed this data to help with ad targeting. We’ll be seeing more like this from Apple, who is not going to monetize its users’ personal data, per Tim Cook’s recent comments: “Some of the most prominent and successful companies have built their businesses by lulling their customers into complacency about their personal information. They’re gobbling up everything they can learn about you and trying to monetize it. We think that’s wrong. And it’s not the kind of company that Apple wants to be.”

The battle between the largest tech players, Facebook, Google and Apple, is as interesting as ever. Some of Apple’s updates and new features are obvious digs at their competitors. But ultimately, Apple’s direction simply makes sense. Consumers today expect a personalized, simple experience where their privacy is not compromised. Apple is smart to develop features and products that enhance the experience without compromising personal data. As users become more savvy, sketchy data practices will become more scrutinized and even made illegal, so business models that support customer privacy will come out on top (not that Apple isn’t on top, already!).

Further reading:

 

-Posted by Elizabeth Pace-

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