Google Expands App Install Ads with Video and Online Inventory

By Alex Spencer

Google App Ad

Google has expanded its offering for app install ads, with the addition of online inventory, video formats and a ‘Conversion Optimiser’ tool.

Previously, app install ads could be displayed on the 650,000 apps in the AdMob in-app network, but Google has expanded its inventory to include the 2m sites in the Google Display Network.

It has also expanded the range of formats available for app install ads, with the addition of the ‘Video App Promo’ interstitial format.

These additions have been trialled with select advertisers. GREE International, publisher of Knights & Dragons and War of Nations, reports a 81 per cent increase in installs when adding the mobile Google Display Network to its campaigns. A campaign utilising the video interstitial format showed a 10 per cent higher install rate and 40 per cent lower cost-per-install.

The Conversion Optimiser is currently available to in-app advertisers only, and leverages data from the Google Play store to identify and target users who are more likely to spend money on paid apps or in-app purchases.

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Source:: Mobile App News