Chances are you’ve been paying close attention to the headlines regarding Apple’s new iOS9 mobile operating system and its native ad-blocking capabilities. With the explosive growth of mobile advertising it’s no surprise that people are worried about the possibility of ads being blocked. And as they say, where there’s smoke there’s fire. But it’s possible that advertisers don’t need to be worried at all. In fact, iOS9 might not hinder mobile advertising at all – it could boost it.
It’s true that iOS9 features ad-blocking, but it also introduces brand new ways for users to experience and engage with ads. For instance, the renewed focus and support of the iPad platform will bring about a huge advantage for video ads, which have proven to provide deep engagement from users. The new iPad Pro is closer to a desktop computer than a tablet. This means that proven advertising methods for desktop computers will now apply to iPads.
The iPad Pro also offers multi-tasking, which will make it easier than ever for mobile ads to appear without directly blocking the content someone is accessing on the device. This is especially significant for video ads. The system can function in a similar way to picture-in-picture where an advertisement can still be up and playing on the screen even if a user is performing another task. Sure the user’s attention is split, but the chances for an impression are greatly increased if a user isn’t forced to click out of an ad to access their content.
The new app ecosystem on iOS9 relies heavily on deep-linking within apps. This means that content within apps will now be indexed in searches. This will help bring hidden content to the surface and provide advertisers with the opportunity to deliver far more targeted ads within apps. The new system also means that users never have to leave apps, which can only boost in-app ad engagement. Users currently spend 75% of their time inside mobile apps compared to 25% in a mobile web browser. This, combined with deep linking, means that in-app ads will gain a significant boost to exposure. Plus, in-app ads tend to be far more sophisticated and valuable than mobile web ads.
And finally, Apple Pay is being integrated in a far more convenient way in iOS9. Users will be able to easily access it by double tapping the home button and then using their thumbprint to pay. That’s going to shrink the window between seeing an ad and paying for a product by an extremely significant amount.
So lighten up, advertisers! Apple is actually going to make your ads better, not worse, with iOS9!
Read the full article here: 5 Ways iOS9 Will Boost Mobile Advertising – Not Hinder It