I/O, Google’s annual event for developers, was held last week at the Shoreline Amphitheater in Mountain View, and the company had a number of announcements that will be sure to delight its hardcore users and devoted cadre of developers:
However, for this attendee, the highlight of I/O took place on Stage 1 during the late morning on the event’s second day. In a session titled “Smart strategies for growing your app business with ads,” Google’s Belinda Langner and Duke Dukelis, walked through new products and partnerships designed to help app marketers bolster their efforts across Google—and YouTube—properties.
“Building a profitable app business isn’t easy,” Langner conceded, “but App campaigns are here to lighten the load.” Put another way, finding users to install and then re-engage with your app is a great first step, but truly monetizing these users remains a challenge. To solve for this, Langner first announced the introduction of tROAS (Target Return on Ad Spend), a new bidding metric that will allow app marketers to acquire only the most valuable users.
This was followed by the introduction of Google’s new App preferred creative partners, who are positioned to help app marketers with the end-to-end creation and development of their app campaigns. VidMob is one of these partners, focused on asset creation and analysis for app campaigns of all sizes.
With the launch of new bidding options and the creation of a new partner ecosystem, app marketers are better equipped than ever to succeed across Google. And VidMob is excited to be part of the journey!