Why Changes to Apple Maps Matter to Online Advertising
Businesses, keep your eyes on Apple Maps. The increasingly popular wayfinding app is making some big changes with the roll-out of iOS 14 this fall. As widely reported, Apple will:
Empower Visual Storytellers
People who visit businesses may upload photos of those businesses on their Apple Maps listings, just like they can do on Google Maps. The next time someone wants to post a photo of their stay at your hotel, they can do just that on your Apple Maps listing. Or if they want to depict the quality and safety of their dining experience at your restaurant, you can expect them to do so on your listing.
Rate Your Business
For the first time, people can rate their experience at your location by giving you a simple thumbs-up or thumbs-down. Now, this is a pretty basic change. On Google Maps, people can actually write reviews, not just ratings. But even still, allowing for ratings is probably going to move Apple Maps closer to being a full-fledged site for reviews and ratings. This development means businesses will need to pay more serious attention to Apple Maps as a source of reputation building. Customer ratings and reviews are increasingly important. Nine out of 10 people read them.
Why the News about Apple Maps Matters to Online Advertising
So why should businesses that advertise online care about these changes? Well, for one thing, anytime Apple changes its products, businesses need to pay attention. Apple is a bellwether brand with a wide-ranging influence across the business landscape. When Apple acts, the world is affected. We believe that the Apple Maps changes mean a few things:
Mind Your Own Visual Storytelling
Businesses need to strengthen their ability to create compelling visual content, including images and video, in their online advertising. Apple is responding to the reality that in the age of Instagram, visual content creates lasting impact. Apple is appealing to the same consumer who follows sites like Instagram closely. The question for any business: how powerful is your visual content? How well do you capitalize on visually appealing ad formats on sites such as Instagram, Pinterest, and Snapchat to connect with customers?
Think of Maps Apps as Brand-Building Tools
True, Apple Maps is not an advertising destination. But apps such as Google Maps and Waze evolved beyond consumer wayfinding a long time ago, as we have discussed on our own blog. And Google Maps is easily the most dominant map app. As Apple continues to position Apple Maps as the ad-free, pro-privacy alternative to Google Maps, businesses should expect Google to go in the opposite direction. Rather than allow Apple to define its brand, Google will roll out more advertising options for businesses on Google Maps. Watch for them and capitalize on them.
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