Yahoo Finance Universal App Campaigns Offering from Google Becoming Popular
Google Taking a Number of Initiatives to Grow Its Ad Business
Universal App Campaigns product
In the previous part of this series, we discussed how Google’s (GOOG) Customer Match product is becoming popular among advertisers. Another popular offering from Google is Universal App Campaigns. This product helps advertisers run their advertiser campaigns on Google Play, Search, YouTube, and Display Network.
This product allows advertisers to provide a text idea, budget, language, and locations of the ads. Google designs the ads for each platform, while also optimizing which ads are likely to perform better.
Universal App Campaigns could potentially become a solid offering for advertisers, and it provides a huge audience reach on Google’s major platforms. This product also minimizes the costs involved in designing ad campaigns.
According to Google, advertisers like Time Warner’s (TWX) HBO Now are seeing great results from this product offering. In January 2016, Google saw a 200% increase in ad-driven app installations on Android.
Facebook and Twitter already have similar products
In addition to Google, the mobile app install ad business is lucrative for social networks like Facebook (FB) and Twitter (TWTR)—these ads encourage people using these platforms to install other apps. Facebook’s ad format is called App Links technology, and it uses it to link mobile apps with ads.
Facebook noted that these ads are a strong driver of its advertising business growth. The above chart shows the healthy revenue growth that Facebook has achieved in the last few quarters.
These are the ads that appear in Twitter’s news feed on the mobile platform, encouraging users to download certain apps directly from Apple’s (AAPL) App Store, or Google Play. Mobile app ads have become a lucrative business for social networks because a commission is earned each time a user clicks on an install ad.
Browse this series on Market Realist:
