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Google's presentation from our Display Day event on mobile display advertising
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INTERNAL: Google Confidential and Proprietary
iCrossing Mobile Display
App-Install and beyond
Max Macintosh - Google UK macintosh@google.com
Google Confidential and Proprietary
Google is extremely well positioned in mobile
INTERNAL: Google Confidential and Proprietary
Three forces driving mobile app momentum
800M iTunes accounts,
most with credit card information
47%of internet traffic came from apps, exceeding
desktop for the first time
$26B
Mobile app revenue grew from $4.2B in
2009 to
Personal, taken everywhere, vast number
of services / features. Massive scale, driving
significant revenue growth
Robust ecosystem driven by content, payments, network capabilities.
Change in Use Change in Scale App Ecosystem
In Jan. 2014
Change in use, scale, and the rise of app ecosystem result in fundamental change
in 2013
Google Confidential and Proprietary 9
Play revenue doubled Y/Y - diversify past ads
Google Confidential and Proprietary
Over 1 million apps in each App Store (Play / Apple), however..
Google Confidential and Proprietary
100B Apps were downloaded in 2013, 60% increase over 2012. 91% were free.
http://www.hindustantimes.com/business-news/over-100-billion-mobile-apps-downloaded-in-2013/article1-1124695.aspx (according to Gartner research)
and 26% were only used once
Google Confidential and Proprietary
Our job is to unlock the mobile power of Google for you, the app owners and advertisers.
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Google Confidential and Proprietary
Google’s In-App ads focus on a cross product approach to take the user from app discovery to app engagement
Google Confidential and Proprietary
Gmail Sponsored Promotions (native)
Native Ads - a bit trendy, and we’re trying very hard...
Google Confidential and Proprietary31
App deeplinking & discovery in Display
Google Confidential and Proprietary
40% of watch time is on mobile
YouTube App Install - One of first “made for mobile” ad products
Oh, and LOTS of new targeting and volume….
INTERNAL: Google Confidential and Proprietary
App install advertiser segments
App Developers● Revenue generated
exclusively from mobile apps● Focused on ROI & attribution● Work with many ad partners
Installs and revenueIn-app purchases; mCommerce; subscription; ad publishing; paid appsStrong ROI focusLifetime Value (LTV), Cost Per Install (CPI), Reach
Pureplay Digital● Revenue generated online,
moving rapidly to mobile● Apps drive purchase
consideration & brand goals
Purchase considerationRemarketing, mCommerce, price comparisonHybrid ROI and brand focusReach, Premium Inventory, CPI
Multi-channel ● Revenue generated primarily
offline● Apps enable service
extension, acquisition
User engagement, service expansion1. Premium inventory2. Creative ad units3. Reach
Who invests in mobile app advertising?
Google Confidential and Proprietary
Google’s Mobile App Solution
In-App Display
Acquire high quality app users on in-app display
Measure performance with conversion tracking
Drive re-engagement and user lifetime value (LTV)
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In-App (AdMob)● Display Network - Promote in Mobile Apps● Use app / digital content ads for text and
images● RON targeting, all placements in app store● Setup conversions, enable conversion
optimizer
Google Confidential and Proprietary
Track and measure installs in AdWordsAndroid Tracking
Google uses codeless conversion tracking from Play to seamlessly
measure installs(AdMob & Search)
iOS Conversion Tracking
Implement the Google SDK or API on iOS to measure installs from
ads served in other apps(AdMob Only)
Google Confidential and Proprietary
Measuring lifetime value of your app usersGoogle makes it easy to integrate with other tracking companies
AdMob conversion tracking now works when using 3rd party tracking urls. Advertisers can now see cost per install data in AdWords and in 3rd party analytics.
(Example integrations include HasOffers, AD-X (Criteo), Kochava and many others.)
3rd party URL
AdWords reporting
3rd party reporting
Google Confidential and Proprietary
Measuring lifetime value of your app usersIn-App Conversion Tracking allows you to understand what users do after they download your app
Adwords allows advertisers to track and report in-app conversion events in AdWords (ex: registrations, sales). This data can be used to optimize campaigns to acquire the highest value users
Google Confidential and Proprietary
Remarket to your app users
User added to custom list based on in-app actions
User leaves
Your ad across the mobile app network
User downloads your app
Re-engagement
Promote sales, feature updates, or your company’s other apps
BE RELEVANT
Google Confidential and Proprietary
Deep linking is fully supported
Flight Sale!
Send users to a specific page within your app
Google Confidential and Proprietary
Google Analytics:Measuring lifetime value of your app usersCross-network measurement beyond the install with Google Analytics
Goal Benefits Reports
Discover New and Relevant Users
Gain insight on who are your most valuable users and where they come from so that you can expand your audience
● Traffic sources● Google Play Traffic Flow● Advertising acquisition
Get Engaged Discover in real time how users are interacting with your app: in app purchases, loyalty and app crashes
● Crash and Exception Reporting
● In-App Flow Visualization
Measure impact Get meaningful insights on what users purchase on your app, what is the generated revenue and what is the path to purchase
● iOS Install Tracking (beta)● Goal flow and tracking● Custom reporting
Google Confidential and Proprietary
Next steps
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New to app promotion?
Work with iCrossing and Google to discuss a strategy to use AdWords app promotion solutions to increase drive adoption of your app from engaged users.
Already promoting your app with Google?
Expand your app promotion strategy to include in-app conversion events. Lots of Betas to get involved in….just ask!
Promoting your app elsewhere?
We’re getting there... We're confident we can use our app promotion tools to drive value for your business. New UI, Targeting, Re-engagement tools, GA for Apps, Mobile DBM are all integral parts of the App Roadmap!
Google Confidential and Proprietary
THANK YOU!
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