App Store Announces Update on Today Tab Ad Format on 12 December

Enhanced Today Tab Ads

On 12 December, Today Tab ads within the App Store will undergo a transformation, increasing in size and incorporating dynamic, animated custom product page assets. These ads offer a prime opportunity to showcase your app on the App Store's front page, which is visited by over 650 million people weekly. While the campaign setup process will remain unchanged, the custom assets for your ad's tap destination and background will need to be approved.

Increased Visibility

The revamped Today Tab ad format is intended to draw more attention to your advertisement. With the anticipated rise in user engagement, it is advisable to consider revising your advertising bid and budget.

Features of the New Ad Format

• Centerpiece Display: Your app's icon will be prominently displayed at the center of the ad.
• App Details: The app's name and subtitle, as provided in App Store Connect, will be featured.
• Animated Assets: Custom product page assets designated as your tap destination will animate in the background, matching a color from your app's icon.
• Compliance Review: Apple Search Ads will evaluate your app's icon, name, subtitle, and custom product page assets for compliance with the Today Tab ad content guidelines and Apple Advertising Policies.
• Device and OS Compatibility: The new ad format will be exclusive to iPhone devices running iOS 17.1 or later. Previous ad formats will continue on iPhone devices with iOS 16.4 to 17.0, but Today Tab ads will not be available on iOS 16.3 or earlier, nor on iPad devices.

Revised Ad Content Guidelines

• Prohibited Content: Content deemed violent, offensive, sexually explicit, or otherwise inappropriate, including imagery of guns, weapons, or graphic violence, is not permitted.
• Restrictions on Promotional Content: No pricing, offers, rankings, or incentivized promotions are allowed; claims of app rankings and awards are also prohibited.
• Trademark Phrases: Use of "Game of the Day" and "App of the Day" in any assets is not permitted.
• Localization Requirements: The custom product page and app name and subtitle must be localized for the campaign's target country or region.

Tap Destination Details

• Custom Product Page Requirement: A custom product page is still required for the tap destination, with its assets animating in the ad's background. Note that app preview videos included in the product page will not animate.
• Continuity for Existing Campaigns: For ongoing campaigns, the previously selected custom product page will persist as the tap destination, with its assets transitioning into the new animated background format.
• Changing Tap Destination: If desired, you can create a new ad with a different custom product page set up in App Store Connect

Transition for Existing Campaigns

• Automatic Update: Existing campaigns will automatically adopt the new format in December without any required action, provided they are not set to end or paused.

Guidelines for Campaigns Post-Transition

• Review Process: Once your assets have been approved for a Today Tab campaign, further approval is not needed to run in the same country or region, unless there are updates to your app's name, subtitle, icon, or custom product page assets in App Store Connect.
• Ad Setup for New Campaigns: When setting up new campaigns, you'll select a custom product page for the ad's tap destination and animated background. Each custom product page is limited to one ad per ad group.

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