And they’re two of the advertising products marketers love most about the social network.
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Similar audiences will exist for YouTube and Gmail, very much putting the former on a more competitive footing at the same time as Facebook continues to innovate in the video ad space. The search giant is rolling out a new tool called Customer Match, which lets advertisers use a list of email addresses to target specific users across Google services. You can now reach people who have joined your rewards program as they plan their next trip. The service seeks out customers who share similar interests with the customers that are already on the advertiser’s list. “We’ve automated campaign set-up by pulling in your app images, videos, and app description directly from your Google Play store listing to generate ad formats that look wonderful wherever they’re placed”.
The second ad update is about apps.
EMarketer predicts that mobile app install ad spending will grow to US$3 billion by the end of this year.
The push from the wider market, and competition from Facebook, it could be argued, may also be behind the new Android app promotion tools that Google is also unveiling.
Google assures that the feature will be rolled out to the app version this week. With Universal App Campaigns, you have unparalleled reach: you can drive installs on YouTube, the platform with 1B+ users who watch hundreds of millions of hours of content everyday. Someday down the road, the advertiser can upload its database of emails “in a secure and privacy-safe way” to create ad campaigns that target you when you use any of Google products. UAC works by shoving ads onto the screens of people using Google Search, Google Play, YouTube, and the Google Display Network (GDN) from one campaign. So far, it seems Facebook has seen to incredible figures due to their ad products.
Undoubtedly, Google has done the maths and the impact on the Adwords auction is highly likely to net out at more spend for advertisers.
“Mobile has changed the game for both consumers and brands”, Ramaswamy said yesterday in a post on Google’s Inside AdWords blog. The presentation will happen during the annual Advertising Week in New York.
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Google insists that no advertiser will get identifying details of any customers or be able to access the email addresses of people not on its own list.
