Twitter does it. Facebook seems to be increasingly successful because of it. So why shouldn't Google also plan to offer app install ads?
The search engine giant announced that it would offer targeted app install ads to be featured both in search results as well as on its YouTube video service, as well as "deep linking" directly within apps. Google said the targeting would be key, because the ads could be served up based on other apps an online user has downloaded or engaged with in the past.
Google was quick to suggest on Twitter that it was offering a leg up to those creating apps and mobile games:
A very big/smart move: Google introduces App DeepLinking to AdWords. http://t.co/7Dun1sECo1— Ian Chan (@chanian) April 22, 2014
For some, Google's announcement was also a grim reminder of just how much of an uphill battle many of them are still climbing.
"today over 80% of apps are only used once after being downloaded" ouch http://t.co/rbNASGZKio— John Allsopp (@johnallsopp) April 22, 2014
Although Google is the latest to move into the app install space, those close to the industry suggested it won't be the last.
And while app install ads may offer the promise of increased downloads or monetization, not everyone was counting on it.
This App Install stuff is crazy http://t.co/EQqHn1l0Ii This will all fall off a cliff when app discovery is fixed on App Stores. Watch out!— tobias peggs (@tobiaspeggs) April 22, 2014