Legend: 2015 to 2016, Google advertising app installs growth
August 19, according to foreign media VentureBeat reported over the past few months Google app install advertising business showed rapid growth has significantly narrowed the gap with the long dominated the field between Facebook.
If its latest project to achieve the desired results, Google may even soon be beyond Facebook. In the past year, the application installs Google Google.com site from Google Play app store and search ads tripled. A number of data sources from the point of view, it means that Google app installs bring 3 billion & mdash; & mdash; significantly higher than the company announced May 20 more than two billion.
Facebook F8 conference in April this year on the disclosure of its advertising platform to bring the current total of 20 million times the application is installed.
Google's growth is quite significant, after all, last year, it is also driven applications installed business stagnation, it can not be compared with Facebook. Application installation market is quite profitable, according to BI Intelligence estimates that by 2020, the size of the light in the US market will reach $ 7 billion.
Google approximation Facebook
There is no specific information to show who is in the lead. In a highly fragmented world applications, there is no uniform data sources. However, you can look at from four independent research company's data & mdash; & mdash; Adjust, AppsFlyer, Kochava and Tune, their commitment to tracking app install campaign results. Those data released by the company strongly suggest that Google and Facebook have narrowed the gap between. This trend has been and digital advertising executives remarks evidence, those executives said they recently increased spending on Google platforms, and in some cases even the budget moved from Facebook turn over.
Of course, a lot of data about the application installation has lag, that is to say, most of the action in May Google announced a major new advertising products are also not reflected in the attribution data. However, the role of advertising products that may be reflected in the next few months it & mdash; & mdash; the remainder between Facebook and Google gap is likely to disappear.
Health Fitness application to operate the company SparkPeople Joe & middot; Robert (Joe Robb) as an example, he said in an interview, found in Google's AdWords ads than Facebook in his drive to install most applications on the year, he has the advertising budget from Facebook to Google.
He said, lower installation costs per Google, in the last few months of his campaign on the Google platform also brings more traffic. He added that in the past two months, he will be the monthly Google advertising platform to increase the budget by 125%, its management team also agreed in the next 12 months to continue to increase the budget. & Ldquo; This is great, & rdquo; he said, & ldquo; you pull the trigger, and then the application downloads rolling. & Rdquo;
Although most data are lagging behind, but they have shown tremendous growth of Google.
Facebook is still in the lead, but the gap is narrowing
Advertising attribution analysis AppsFlyer last week became the first company found that the trend of the company. AppsFlyer survey results show that as of June, although Facebook is still ruled most of the statistical indicators, but Google is rapidly rising. The survey analyzed the application installation and drive applications 4 billion times the installed media sources. In June, Google beyond Facebook and Twitter, rose to the top of the player retention Android gaming applications. On the iOS platform, although Google has only recently begun to force, but it also includes the retention and installs a game application overall ranking from fifth to third place. Google on a non-game applications have also made progress.
From another advertising company Tune attribution analysis of data, Google's growth is even more impressive. Tune analyzed 150 million app installs from about 48 million Americans owned 74 million devices. According to economist John Tune & middot; Coit race (John Koetsier) said the results of the analysis show that last year Google mobile app install ads suddenly showing substantial growth, this growth also to the & ldquo; almost unprecedented speed & rdquo; it continued into 2016. He also said that, in particular, Tune found that Google made last year by 7-fold increase, as of June this year achieved a 4-fold increase.
For consideration of proprietary data, Tune attribution analysis and other advertising companies are often reluctant to disclose the specific data. & Ldquo; small companies can easily obtain multiple of growth, while Google has acquired companies such magnitude increase of this size, it is amazing. & Rdquo; Khoi Tese said.
The other two ads attribution analysis firm Kochava Adjust and found similar evidence. Facebook still can bring more applications installed, but Google is closing the gap. Kochava publisher development manager Jeremy & middot; Grimm (Jeremy Grimm) pointed out that since 2015, Google's growth has been faster than Facebook.
Legend: Google and Facebook-driven application installs gap trend (data from the Kochava)
Other big advertisers say their business performance reflects the results of these studies. Big game application developers Pocket Gems, said the past six months, it will be its advertising spending on Google increased by 50%. However, Pocket Gems performance marketing director David & middot; Ross (David Rose) pointed out that although Google's advertising products in the past year has been greatly improved, but the company will invest more budget on Facebook.
Google tries to attack
So what is driving the growth in Google it?
Google's growth is mainly due to a year ago launched & ldquo; Universal App Campaigns & rdquo; (Universal App Campaigns, called UAC) project, for publishers who, UAC is a convenient way to access Google all forms of advertising , including Google's AdWords, display ad networks, YouTube and so on. For Google, this is a very important step, because it has a variety of forms of advertising and category for advertisers, too complex and difficult to grasp at the same time. Many advertisers prefer Facebook Platform simplicity: just placing them on the cover 1.7 billion social network users a single stream of information, you can reach those target audience. With all the products integrated in one, Google essentially brings the same simplicity, but also provides even more extensive coverage: According to Google, Google search, YouTube, Maps, Gmail, Android, Google Play, and Chrome users of these products cover all amounts over 1 billion.
Last year, the introduction of UAC same time, Google also launched the Play Store on advertising. Play Store is undoubtedly good to attract millions of users search application concerns the internet.
In May this year I / O developer conference, Google further: UAC announced that it would carry out a number of improvements, including extending it to the iOS platform. The company also said it will help publishers automate ad targeting, improve advertising process, generate ideas to optimize your campaigns, which can be found to bring the highest value users: those future is likely to remain on the application and the application to spend more money users.
This includes allow publishers to tell Google which apply within the most important event for them, and then offer to meet the needs of advertising those events. Google global product director of Li & middot; Jones (Lee Jones) referred to the game company Pixonic, the company's standard for high-value user through the fifth game off. Jones says, with a beta version of Google UAC, Pixonic the average revenue per user (ARPU) has tripled, and the downloads increased by 40%.
Google using machine learning techniques to keep track of the signal and make adjustments as they get more data on the performance of the campaign, they can help users to save time is usually used to manually adjust the bidding.
Facebook is facing greater challenges
After Google announced the event optimize any application within two months, Facebook responded in July 19th, introduced a very similar product. The product, called the event optimize applications designed to give advertisers the implementation of optimization, may aim to complete 14 class event users.
Facebook is also facing another challenge: Apple announced in June that it will launch ads on its App Store App Store, download the application to drive growth. This will result in further pressure on Facebook, after all, with Google and Apple different, it does not have its own mobile application store.
Google also plans to expand its product UAC, as will expand it to the May launch of Trial Run Ads ads. Those ads do not allow users to install applications, and can be directly within the ad to try gaming applications. Google would like to UAC ad derived to other areas. The company said it also in deepening integration between Android and Play Store to increase your accuracy.
In addition, Google video ads form the very edge of the force, has been the center of gravity's YouTube video ads are Google project lies. The company said that 90 percent of gamers at least one visit YouTube each week, to get tips and learn the game play, 64% will download the application after seeing ads on YouTube. (Pok & eacute; mon Go is a successful case of YouTube gaming community on its official YouTube page of the cumulative length to reach millions of hours to watch, watch about 90 million.)