Apple has a slew of positions open on its platform pertaining to ad roles and digital marketing roles, a quick check by MARKETING-INTERACTIVE found. According to media reports from Financial Times, the brand is looking to increase nearly 50% of workforce in its digital advertising business less than 18 months after it introduced privacy changes, and has around 250 people on its ad platforms team. The article said that the brand is planning to recruit another 216 similar roles, much more than the 56 it was hiring in late 2020, to which Apple denied the figures.
In Hong Kong, the brand currently has 18 roles open across Apple retail, hardware, and software and services. In Singapore it has 142 roles open, several of which are in search ads, and across functions such as marketing, procurement and machine learning.
Last year, media reports outlined that a more prominent ad placement will be found on Apple’s Search Tabs, in its move to eye more digital ad revenue. This came alongside the company cracking down on the advertising businesses run by rivals. The ad placements are called “Search tab campaigns” and claim to drive awareness and download of apps by promoting it in a prominent location, at the top of the suggested apps list. Ads on the Search tab can run in any eligible country or region where Apple Search Ads is offered. Ads are automatically created and integrated into the user’s experience.
Search tab campaigns are only available as part of Apple Search Ads Advanced. “Millions of users visit the App Store Search tab every day to find and download their next app. With Search tab ads, you can capture the attention of these customers before they search,” says Apple on its website.
On the other hand, Facebook said in September 2021 that it has underreported ad performance on iPhones as a result of the privacy changes made by Apple. The tech giant estimates that it is underreporting iOS web conversions by about 15%, VP of product marketing Graham Mudd said in a blog post, adding that there is a broad range for individual advertisers.
"We believe that real-world conversions, such as sales and app installs, are higher than what is being reported for many advertisers," he said. Nonetheless, Mudd said Facebook is optimistic about its multi-year effort to develop new privacy-enhancing technologies that minimise the amount of personal information it processes, while still allowing it to show personalised ads and measure their effectiveness.Currently, Facebook is focused on improving campaign performance by adapting in the areas of targeting, optimisation, delivery and measurement.
Currently, there is also a fair amount of buzz ahead of Apple’s live stream of its new range of products tomorrow. Banking on the buzz Samsung took a jab at Apple by claiming that the innovative features of its new Galaxy S22 Ultra and ZFlip4 “is not coming to an iPhone near you.”
Within its ad, Samsung started off by saying “buckle up for Apple’s latest launch as you enter a world where heads will turn, just not in your direction”, trolling Apple ahead of its special events and new product launches.
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