What Advertisers and Publishers Need to Know About iOS 8

Updated 1:24pm 06-03-2014
Developers continue to uncover new and interesting features in iOS 8.  This morning it was discovered that iOS 8  provides app recommendations based on a user’s location, read more here. These recommendations are both apps that are already installed on the device along with apps that have not been installed. This feature opens up a bunch of use cases, especially for brands with brick and mortar locations. The idea of iOS 8 recommending apps that have not been installed is also brings up some interesting questions. This is still the first edition of the beta so we will see how things evolve over the coming months.

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Apple just wrapped up the keynote for their WWDC (Worldwide Developers Conference) here in San Francisco. While the keynote address at WWDC is primarily directed at developers, it can be important for iOS publishers and mobile advertisers. It provides insight into Apple’s thinking, their software development roadmap, and future plans regarding how the iPhone will evolve.

These are the new features Apple announced that mobile app publishers and advertisers will want to know about.

Apple Improves App Discoverability in the App Store
The most significant announcement for app publishers and advertisers were updates made to the iTunes App Store. There will now be an Explore tab, with trending searches, faster search, related searches, editors picks and discounted bundles. This will makes it easier for users to discover new apps, providing them multiple ways to find exactly the app they are looking for.

Trending searches, which will most likely be modeled off the Twitter trending function, will show popular searches and help people find apps related to a specific topic.

Discounted Bundles is an interesting new feature. It’s something that game developers have requested for some time. This feature will let a developer package up multiple apps into a single bundle, and offer the entire package at a discount. Imagine an Angry Birds bundle, that contains all the best versions of that game, or an EA Sports bundle that has all their most popular sports games in one easy to buy package.

App Previews is a new feature that will allow a developer to upload a video trailer to demo their app. This is great way to promote and app and show of its unique functionality.

Extensions for Apps Including Shazam with Siri
iOS 8 will now allow apps to communicate more easily with each other. This is best demonstrated with Shazam and Siri. Siri can now communicate directly with Shazam, and launch that app, making it easy to identify songs through Siri when driving. This same system can be utilized by advertisers, who want to access Siri from a mobile advertisement.

Third party extensions can now be developed for Safari or other apps. This makes it easy for apps like Pinterest to provide the ability to Pin an image directly from a mobile browser. It also means many popular third party extension from PC web browsers will be ported over to iOS.

Plan This Summer for the iOS 8 Launch in Fall
App teams will want to plan this summer. Determining how to best incorporate these new features into their app marketing. The teams that do, will gain a first mover advantage by incorporating them iOS 8 is made publicly available in the fall.