The technology giant has now made it possible for marketers to stream an app from the web into a device.
Recently, Google changed the way web searchers could discover the information they were seeking to find, even when it was located exclusively within an app, as it has developed a way to use mobile ads with streaming and has now implemented it.
This makes it possible for search results to include what had previously been content exclusive to mobile apps.
Using this new streaming tech, it means that when a query is made in Google over a smartphone or tablet, the results that appear will not be limited to websites. They could also include information that had previously been inaccessible outside of downloading and launching a mobile app. Now, the search engine will also provide results including in-app content and the app can be streamed from the web to the mobile device if it is not already installed. This will mean that mobile ads will also appear in front of people who are streaming the apps, not just those who are running them from their own device.
The mobile ads that can be displayed when the app is streamed include those running on the AdMob network.
At the moment, that network is estimated to reach around 650,000 mobile apps, so the publishers of those apps will now be able to create ads that are actually smaller versions of the full sized mobile games, up to a maximum of sixty seconds.
Furthermore, beyond the difference that has been made in the mobile app streaming, Google has also announced that it is bringing in a second type of app install ad formats, which will involve ads that are swipeable, more engaging and more mobile friendly. They have been called “Interactive Interstitials”.
According to the new head of product for mobile advertising at Google, Sissie Hsiao, the purpose for these two new app install formats is to make it possible for developers to connect with the right users for their applications.
These mobile ads aren’t just to help an application to be downloaded. Instead, Hsiao pointed out that it will improve the rate of download by actual users. The reason is that the current trend shows that many applications are downloaded but are used only once or even never once they’re on the device.
If Google was going to be able to compete within the streaming music industry, it was going to need to have some of the techniques and functionalities of this popular free service available. Clearly, it was willing to pay the price to purchase what it needed, as it is estimated that the company paid around $30 million in order to obtain it.