I/O an inspiring Google’s developer event kicked of on Tuesday saw number of announcements including updates for mobile app developers buying and selling ads via AdWords and AdMob to help them grow user base and earn more.
With millions of apps now in the ecosystem ads must make apps stand out, Google added that last year alone 94 billion apps were downloaded from Google Play. In order to build a successful app with users now being more selective about the apps tools that can help create user-first ad experiences for effectively monetizing are needed.
Several ads innovations designed to do just that have been announced that include a new beta that will enable developers show more relevant content within their app promotion ads on Google Play. As an example, a shopping app can add its product catalog to AdWords to show relevant in-app product images and descriptions directly in their ads, explained Google. This beta will become available in coming months, says Google.
GIF image below shows relevant in-app content in ads:
Google Play Instant, launched in March this year enable users to try out a game from an ad without having to download it — is now being tested on AdWords and will be available via Universal App Campaigns to ads inventory across all channels including Search, YouTube, Google Play and Google Dispaly Network,
A screen shot of Google Play Instant compatible with AdWords:
Google is also providing more complete insight of how your ads are working through a new advertising results report “View through conversion (VTC),” available to AdWords app advertisers.
VTC, available later this month uses Media Rating Council (MRC) definitions of ad viewability to report “which viewable ad impressions were associated with conversions.” Google explains, these reports can help understand “how well influence of video and display ads on app installs.” Google added, for display ad impression to count as viewable “art least for one second 50 percent of the ad’s pixel need to be in view.”
To save developers (who need report viewability data) time and show true value of their app inventory in a more streamlined manner, Google is integrating IAB Tech LAb’s Open Measurement SDK into Google Mobile Ads (GMA) and Interactive Media Ads (IMA) SDKs.
This beta solution will be available to developers on DoubleClick AdExchange and DoubleClick for Publishers to join later this week.
Also, a new rewarded ads report in the AdMob (Google’s mobile app publisher network) shows developers ad metrics, such as opt-in rate,consumption rate and rate of reward use. Using these insights developers can finetune their rewarded ads, as well as address questions, such as: ‘Do more users opt-in when the ad is shown after Level 1 or Level 4?’ ‘Which type of rewards do users prefer — coins or lives?’ ‘How often do people use their rewarded items?’, stated Google.
An open beta of rewarded reporting in AdMob will be coming soon to developers with linked Firebase and AdMob accounts.
Screen shot of Rewarded reporting in AdMob: