The 2018 Google I/O wrapped up earlier this month, but not before they announced some exciting new opportunities for advertisers.
More to Showcase
Advertisers who are deeply focused on promoting apps will soon have some additional features to leverage in the coming months. For starters, there will be new real estate set aside for showcasing the app in Google Play. Once this goes live, essentially any business will be able to take advantage of carousel images and descriptions within their ad space.
Image Source: Marketing Land
This addition follows a similar one implemented back in March, when Google unveiled Google Play Instant, which allows game apps specifically to display a more intuitive design and even test the game before downloading it. The format is currently being tested as part of Google’s Universal App campaigns within its AdWords platform.
Additional AdWords Insights
AdWords has also placed more of a focus on view-through conversions (VTC), and will soon offer additional reporting on the metric for app advertisers. VTC reporting aims to better educate advertisers on how they impact the point of conversion, and will only be factoring in results that adhere to the Media Rating Council (MRC) definitions of ad viewability, which is defined as 50% of a display ad’s pixels being visible on screen for at least one second.
The Lucrativeness of Google Play
Google reported that 94 billion apps were downloaded on Google Play by Android users last year, an increase of 12 billion since 2016. On top of that, over 10 billion app installs were driven through AdWords campaigns alone.
Focusing on Mobile
This is a wonderful opportunity for advertisers and brands who are looking to drive more app installs, and a great sign for the future of mobile advertising as a whole. Whether you’re driving traffic to a retail business or a piece of digital software, the opportunity is ripe to start experimenting in the mobile realm.
If you would like to learn more about the mobile offers we’re running, contact your account manager today and they’ll be happy to point you to all the best-converting options.