Google will push mobile app installs in search and YouTube

The company's program works similarly to others offered by Facebook and Twitter

Google users will see more ads directing them into others' mobile apps.
Google users will see more ads directing them into others' mobile apps.

Mobile users of Google's search and YouTube service will soon see more targeted ads that take them straight to the installation pages for advertisers' mobile apps.

Google on Tuesday announced its rollout of targeted mobile app install ads, a growing form of advertising that is a lucrative revenue source for Facebook. Twitter just announced its own program last week.

Businesses can already promote their apps via Google, but app install ads offer a direct way in: Users see a button marked "install" right next to the ad, or "open," if they already have the app but maybe haven't used it in a while. The ads will roll out over the next few months on search and YouTube, as well as across the company's network, Google said.

The technology also includes deep-linking. So if you already have, say, the HotelTonight app on your smartphone, and you search for "hotels in New York" on Google, you might see an ad for the specific page in the HotelTonight app related to New York hotels, Google said.

Behind the scenes, the mobile app ads come courtesy of Google's AdMob network, which helps businesses advertise their apps across Google's network and measure engagement. Advertisers will be able to target their apps to Google users based on the apps they already use, the frequency of use and the types of in-app purchases they make, Google said.

That means if you exercise regularly, and use an app to measure how far you run, Google said, an ad might pop up for an app that tracks the foods you eat and calories consumed.

But a big part of Google's program is nudging people into re-opening apps they may have lost interest in. And that's a big problem for businesses -- about 80 percent of apps are used once and then eventually deleted, according to data cited by Google.

Zach Miners covers social networking, search and general technology news for IDG News Service. Follow Zach on Twitter at @zachminers. Zach's e-mail address is zach_miners@idg.com

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Marketers are driving our innovation ecosystem

The Government's newly released National Innovation and Science Agenda shows that for economic growth to continue within Australia, an 'innovation ecosystem' must be fostered, where new businesses with new ideas are encouraged to grow and flourish. With every company wanting to increase, retain or improve their customers’ experiences, this makes marketing vital to fuelling Australia's ideas boom.

Lee Tonitto

CEO, Australian Marketing Institute

Putting experience design and strategy in the spotlight

​A few years ago, there was lots of chatter about the elusive UX unicorn; a mythical person capable of delivering everything from research to design to development. It became an obsession for the industry, sparking debate about whether this was the metaphor for how unreasonable our expectations of designers had become, while some felt it was what all designers should be aspiring to.

Tracy Brown

Experience design strategy director, DT

Making sense of artificial intelligence

When new trends and technologies burst onto the marketing scene, there’s always a frantic effort to either keep up or provide guidance, especially when serious amounts of money are involved. It happened with social media, it happened with personalisation and big data, and it’s happening now with artificial intelligence.

Phil Whitehouse

Asia-Pacific innovation lead, DigitasLB

Martech will definitely make everything better especially when it comes to marketing and sales. Any business not comfortable with it shou...

TapAnalytics

Marketo’s CEO talks martech industry consolidation and his enterprise customer ambitions

Read more

You can also try this leads to revenue calculator tool (it's free): https://www.strategic-ic.co.uk...

Fes Askari

​The dangers of misaligning your marketing budget with business goals

Read more

“We wanted to provide was a way for a customer to have a seamless experience as they went across channels,” Marrocco added. “So if your c...

Sarah

​Telstra’s mission to match the offline experience with online customer service

Read more

You have the right to know what happened that made AI possible, after all these years.I discovered and patented statistics on unstructure...

Ilya Geller

Making sense artificial intelligence - Food for thought - CMO Australia

Read more

I hope this trickles down to job opportunities and more analytics based careers on the government.

Ale Xandra

Australian Open details data analytics improvements driving digital fan engagement

Read more

Latest Podcast

More podcasts

Sign in