Web Excursions 2021-10-18
Apple’s advertising business has more than tripled its market share
in the six months after it introduced privacy changes to iPhones
that obstructed rivals, including Facebook, from targeting ads at consumers.
Apple’s in-house business is now responsible for 58 per cent of all iPhone app downloads that result from clicking on an advert. A year ago, its share was 17 per cent.
[It is] estimate[d] that marketing spending on mobile apps for both iPhones and Android phones was $58bn in 2019 and would double to $118bn by next year.
Apple, meanwhile, is likely to earn $5bn from its advertising business this fiscal year, and $20bn-a-year within three years
Some mobile advertisers, dismayed by the lack of visibility on iPhones, are now spending more of their budget on the Android market
the precision with which it was possible to focus ads on users through Apple’s advertising service jarred with the company’s rhetoric around privacy.
the “retargeting” tool, a service offered by Apple to let companies follow users to re-engage with them at a future date
Many large newsrooms take advantage of this practice to optimize their traffic.
Beyond testing individual headlines, newsrooms try to use A/B testing data to draw out general guidelines around effective headline writing. In prior work, we talked to editors with all kinds of data-driven headline recommendations: including salient quotes and numbers, starting explanatory headlines with “how” or “why,” referencing important people and organizations by name, and others.
A/B test your headlines to find the right one to optimize traffic in the given context and moment,
but be cautious about trying to divine general writing lessons from those tests.
Even if a writing style does well in tests, it might not generalize across the whole newsroom.
A test can hinge on factors entirely outside an editor’s control,
leading to faulty interpretations and bad recommendations.
Headline testing is a powerful tool,
but it’s most effective when paired with a deep understanding of your audience.