The Post-IDFA Alliance – made up of Liftoff, Fyber, Chartboost, InMobi, Vungle, and Singular – has launched ‘No IDFA? No Problem’, a resource for mobile marketers and app publishers that aims to help to transition seamlessly in the wake of the upcoming iOS 14 update. This will give users the choice to block IDFA at app level and require the industry to adopt the App Tracking Transparency Framework (ATT) and SKAdNetwork inline with Apple’s consumer privacy guidelines.

The resource features a range of videos, articles, case studies, best practices, webinars, and tools to help guide mobile marketers and app publishers through the more privacy-centric mobile advertising environment.

The alliance is also working together to develop techniques and protocols to maximise client success, investing in research into alternatives such as ‘blended LAT traffic’.

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Subscription and purchase rates for dating apps in Latin America have jumped over 12,088 per cent since last year, according to Liftoff’s third annual dating apps research and analysis report, All You Need Is Love. Liftoff, a mobile app marketing and retargeting platform, analyzed more than 53bn ad impressions within 15m dating app installs throughout 2018, specifically tracking location, gender, season, and operating system.

In 2017, Latin America’s dating app market was struggling to attract users and had the highest install-to-subscription cost in the world at $1,509.38. Although Latin America ranked extremely low in user engagement rates (.09 per cent), it’s install-to-subscription cost was six times more than Europe, the Middle East, and Africa, and 10 times more than North America.

After Latin American dating app subscriptions and purchases rose more than 12,000 per cent in 2018, the cost per in-app action lowered to $20.84, which was a 98.6 per cent decrease compared to 2017.

At the same time, North America strained to attract and retain users, with new dating app registrations dropping 485 per cent year-over-year (65.8 per cent in 2017 to 11.23 in 2018). For existing members, subscription and purchase rates dropped 40 per cent, prompting Liftoff to say marketers may need to “double-down” on retargeting.

Mobile dating apps around the world are seeing an increase in new male users, as men’s registration rates hit 57.92 per cent, a 21.9 per cent jump year-over-year. It seems women are starting to lose interest in trying a dating app, with women’s registration rates dropping 5.4 per cent to 57.19 per cent. Additionally, men just barely come up above women in willingness to commit (2.17 per cent versus 2.02 per cent).

Liftoff found that paid subscriptions to dating apps are becoming more popular in both men and women, up 36.8 per cent and 24.7 per cent, insinuating singles are becoming more invested in the mobile dating experience. On average, a user will try out the app for two days before deciding whether to dish out money for additional or premium features.

Liftoff also researched if more people actually do pursue a relationship in the colder months known as ‘cuffing season’, the beginning of which is a cue for singles to find someone to cozy up to for the holidays. According to the report, dating app registrations jumped in September – the start of cold weather – by 71.1 per cent, and cost-per-install (CPI) was as low as $2.46.

After the end of ‘cuffing season’, there is a slight lull until people start getting the urge to find a summer fling, triggering dating app subscriptions to peak in June and July, at 2.59 per cent and 2.61 per cent, respectively.

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Liftoffs figures, based on almost 8.7bn ad impressions, show that EMEA is a particularly hard nut to crack for finance apps, with cost-per-acquistion reaching $93.02 (£66.01) in the region. Thats 240 per cent more expensive than APAC ($38.46) and 355 per cent higher than North America ($26.15).

Not only does EMEA have the steepest cost-per-acquisition, but it also saw the lowest app activation rate, at 2.7 per cent, compared to 18 per cent in APAC and 25.2 per cent in America.

However, according to Liftoff, there may be a shift on the horizon for the UK and Europe, with the Payment Services Directive (PSD2) forcing banks and other traditional financial institutions to open their APIs up to more third parties, which could dramatically accelerate innovation and competition in the region.

A shift may also occur thanks to demographics, with recent research by Accenture finding that, in the UK, millennials are much more ready to embrace financial apps and lead the way when it comes to sharing personal financial data with third-party providers.

Experts from Liftoff suggest that, while its not the place for random experiments, there is currently an opportunity for savvy marketers to break into the EU, capitalising on the lowest cost-per-install of the three key regions before competition heats up.

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