Google Expands App Advertising Opportunities for Buy-Sell Players

Sudipto Ghosh

July 31, 2019

Today, Google has announced 6 new app advertising features for its AdMob and App campaigns. These app advertising solutions would help customers to reach the right audiences with the best-in-class experiences using AdMob and App campaigns.

Customer Experience (CX) is now widely accepted as a currency to measure effectiveness of Marketing, Advertising, Sales and Customer Service. Without CX, there is hardly any scope to develop and deliver a finite Marketing and Advertising strategy. App developers are constantly innovating the flywheel of CX goals, putting forward better ways to build and grow app-based advertising businesses. Google, by virtue of its size, scale and level of innovation in app-based advertising, makes CX easy to deliver.

Idea Behind Google’s Expanded App-Based AdTech Solutions

AdTech is a complex and highly disrupted ecosystem. To meet consumer’s ever-growing demand for Personalization and real-time experiences, app developers are pushing the boundaries. App discovery, App Experiences and Programmatic advertising help to build mobile advertising businesses with recurring revenue opportunities.

Google launched 6 solutions at Think Games at ChinaJoy to help app businesses find more users and grow revenue.

Summary of New App Advertising Solutions

For advertisers on buy-side, Google is expanding App campaigns to serve on new surfaces and inventory on the following.

These include –

Discover: Formerly called Google feed, Discover will enable advertisers to find satisfied users across Google Pay, YouTube, Play and 3 million sites and apps. Your reach will expand to 800 million monthly active users who seek information in the form of global news, images, videos, live streaming and mobile games.
YouTube Search: Now, developer apps will begin showing up within YouTube search queries based on relevance to prospective app users.

In-stream Display video: This is a fresh new ad inventory that appears before, during, or after a video a user is watching on all of our Google Display sites and apps. It will be available from next month. (Release date: unannounced)

For publishers on the sell-side, Google is expanding through three new AdMob updates. These are –

App open ad format: Gives developers a natural way to monetize previously untouched inventory as users wait for an app to load
Smart segmentation on rewarded ad units: Enables developers to serve ads to users who are unlikely to make in-app purchases, originally launched on interstitial ad units but now coming to rewarded
AdMob Insights: Provides alerts to a developer’s dashboard when system detects abnormal changes to key metrics like eCPM, impression volume, or revenue so they can fix under-performing ad placements or learn from over-performing ones.

To learn more, you can join Google’s livestream at 1:40 pm SST during the Think Games event at ChinaJoy in Shanghai, China tomorrow.

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