Changes in Apple’s privacy policies are causing advertisers to turn to alternative platforms such as shoppable TV ads.
Key Details
- Recent changes in Apple’s privacy policies have made it more difficult for advertisers to directly target their audiences.
- Advertisers are responding to the changes by looking to other methods of advertising such as streaming services, YouTube, TikTok, and traditional TV.
- Shoppable advertisements on TV are nothing new—in fact they’re old school, but it seems that Apple’s privacy changes are driving advertisers back to tried and true methods.
- Ad buyers are using methods like programs built directly into certain devices and QR codes.
- “For the 2022 holiday season, there’s a lot of testing and learning and adapting as it relates to shoppable ads,” says shoppable digital-ad firm Infillion president Christa Carone.
Why it’s news
Shoppable ads provide a “one stop shop” experience for buyers as consumers are able to see an ad, select the product, and make a purchase in one easy spot. This no-stress method of purchasing has made the method of advertising a successful, growing trend.
Social commerce sales in the U.S. are expected to reach nearly $80 billion by 2025, Marketing Brew reports.
Changes on Apple’s iOS privacy policies have crippled advertisers on Meta platforms, leading to advertisers looking elsewhere to make up for lost revenue.
One of the ways advertisers are working around the privacy policies is by advertising in places where the policies don’t apply, such as streaming service Roku. Roku is testing out a shoppable ad on its platform that will allow consumers to make purchases directly from their Roku devices.
For advertisements on other devices, advertisers are looking to QR codes. QR codes, a form of a barcode, became popular as a replacement for restaurant menus during the COVID-19 pandemic.
With more consumers aware of how to use a QR code, some advertisers are including them in TV ads, allowing consumers to scan them with their phone and be taken directly to the product site.
Though QR codes have become more commonplace, they have yet to show much proven success in advertising. New methods in advertising will likely take time as consumers will need to adapt and advertisers will need to gauge reactions.