Online travel giants lead next-generation app install marketing
HotelTonight and Hotels.com are two early adopters of mobile application install ads that provide important learnings for marketers that are just now looking to test the growing options in this area, including new ad units from Google and Twitter.
Twitter, Yahoo and Google are looking to break into the same success that Facebook has seen with mobile app installs ads with the launch of new ads in the past few weeks. As the opportunities begin to wane for promotion within app stores, new options including Google’s video and mobile search-based ads should ramp up some advertiser interest while also segmenting ads towards specific groups of consumers.
“It will be interesting to watch and see how these new platforms evolve, change and find their strengths in the near future,” said Guillaume Lelait, vice president of North America at Fetch, San Francisco.
“Google should be an exciting platform to watch in particular, due to the strength of video advertising, the profound amount of data Google has access too, and the scale in which they are able to reach,” he said.
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