I don’t want to put anyone on blast, but I’ve seen a few people saying, erroneously, that superhero comics sell more by the numbers, that they have the biggest sales overall and (most wrong of all) that they are the best selling comics globally. And, uh...Shounen Jump called. 📞
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eComm and D2C will be acutely impaired by the ATT opt-in mechanic coming to iOS (rumored made mandatory in March). ATT doesnt exclusively impact app advertisers, & in fact may disproportionately damage eComm and D2C. Some thoughts on how those advertisers should prepare (1/X)
2/ In the @MobileDevMemo 2020 mobile advertising predictions post, I posit that D2C ad spend may drop by as much as 50% in Q2 2020. FB revealed in December that app-to-web campaigns will be governed by ATT opt in, severely limiting campaign efficiency
3/ FB had only previously discussed ATT in terms of app campaign relevance. This new revelation likely stemmed from further instructions from Apple following FB's initial guidance
4/ FB affirmed in Dec that app-to-web campaigns will be: conversion event limited, aggregated at campaign level, and limited wrt attribution windows (default: 7-day click). This effectively replicates the privacy treatment of app campaigns on app-to-web campaigns
5/ Adam Lovallo from https://t.co/baV6VrUW7E describes 28-day click / 1-day view the "gold standard" for D2C. Why would FB change the default to 7-day? Because it is aggregating conversions at the campaign level -- universally, with what it is calling Aggregated Event Measurement
2/ In the @MobileDevMemo 2020 mobile advertising predictions post, I posit that D2C ad spend may drop by as much as 50% in Q2 2020. FB revealed in December that app-to-web campaigns will be governed by ATT opt in, severely limiting campaign efficiency
3/ FB had only previously discussed ATT in terms of app campaign relevance. This new revelation likely stemmed from further instructions from Apple following FB's initial guidance
4/ FB affirmed in Dec that app-to-web campaigns will be: conversion event limited, aggregated at campaign level, and limited wrt attribution windows (default: 7-day click). This effectively replicates the privacy treatment of app campaigns on app-to-web campaigns
5/ Adam Lovallo from https://t.co/baV6VrUW7E describes 28-day click / 1-day view the "gold standard" for D2C. Why would FB change the default to 7-day? Because it is aggregating conversions at the campaign level -- universally, with what it is calling Aggregated Event Measurement