The search giant unveiled plans Tuesday to offer app install ads on mobile search and YouTube (where they'll be presented like TrueView ads), similar to the units that have been a cash cow for Facebook. The company said it plans to launch this new product over the next few months.
No doubt that app installs are the hot ad unit these days. Hyper-competitive app developers need to drive installs and they invest in mobile advertising to do so. App-install ads, which enable easy downloading, are an effective means of getting this done, which is why it’s no surprise Google has thrown its hat into the ring, following Twitter’s announcement to do the same. Both of Google's and Twitter's announcements, of course, come after Facebook has shown demonstrable success with the units.
Lest one thinks all app install ads are the same, Google’s targeting parameters seem like a key point of differentiation. Businesses can target based on how an individual has interacted with various apps in the past. Businesses will be able to target consumers based on which apps she’s downloaded, the frequency with which she uses various apps and whether they’ve made in-app purchases before. Read the rest of this entry »
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