Marketers and advertisers alike have found success in putting together ad campaigns in applications and games, either with subtle ad banners or some other form of word-of-mouth embedded within promotional content or other means. However, Google could change the way this is done, according to an article from Mobile Dev Demo.
Earlier this month, Google confirmed that its new AdWords mobile app install ad unit would be making its way out of beta, presenting a new way for developers to link content within the application through mobile search. This would open up new advertising opportunities through utility apps, rather than just through games – opening a possible new door for revenue.
To demonstrate the effectiveness of the campaign, Google utilized the hotel booking application HotelTonight to show how it could be used. For example, someone searching for hotels in San Francisco would see the usual results, along with a promoted search result for the app. Tapping on the link would then instantly transfer them over to the app, with the search results for San Francisco that they were initially looking for (if the application is installed, of course – if not, they would be directed to their mobile device’s app store to download).
With the new program, Google is looking to fulfill two goals. The first is to provide mobile users with intent-based ads with more relevant ads, instead of interstitial. The second is to give developers of regular apps (not games) the chance to leave their mark on the general app install marketplace.
Through the introduction of this program, Google could introduce a more effective mobile app install ad campaign that works better than others, going through search instead of a blatantly placed advertisement through banners or in-app commercials.
Since the marketplace was originally built with mobile gaming companies in mind (instead of general app makers), some companies have found it difficult to finding a working (and non-intrusive) campaign. This could easily be the ticket, given both its ease of use and effectiveness in reaching an audience. As a result, revenue could increase for both Google and its partners, and the program should be able to find suitable footing going into 2015.
More details on how Google’s app install program could work can be found on Mobile Dev Demo’s site, here.
