The number of app installs driven by ads more than doubled in the past year, the company announced, generating more than two billion app downloads.
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By expanding its universal ad campaigns, Google makes itself an even more attractive to option to developers, and sets itself up to capture more of the mobile app install ad spending, which BI Intelligence estimates will reach $5.4 billion in 2016 in the United States alone, rising to as much as $6.8 billion in 2019.
Getting people to download apps is a big business and Google just upped its ante.
“Finally, we know app developers need the best user insights to build better apps and power their marketing campaigns, so we’re particularly excited about Firebase Analytics, our new analytics platform designed for apps from the ground-up that was announced at Google I/O earlier today”, added Hsiao. Firebase Analytics will be part of the new Firebase platform. It will pull in data from AdWords and more than 20 other ad networks.
It also has stats for AdWords, so developers can monitor their ad campaigns.
Firebase Audiences integrates across all aspects of the Firebase platform to allow developers to group users together for message and ad targeting. As on Android, the ads can reach target users not only on apps but also on YouTube, search and the Google Display Network of some 2 million partner websites.
Included in the latest updates, Google also announced that Universal App Campaigns will soon offer more advertising opportunities, with more opportunities to reach users on YouTube, as well as the introduction of new advertising opportunities to reach users on top of tabs in Gmail.
Universal app campaigns, Google’s tool that lets app advertisers spend across several services – and a pillar of Google’s strategy to wrest dollars away from Facebook – are coming to Apple’s iOS. And naturally, it’s a great way for Google to expand its advertising dominance.
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As Third Door Media’s paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land.
