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The Facebook / Twitter / Google catfight – are you watching the Battle of the giants?


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In the past few weeks those who were closely watching the mobile-app ecosystem had their eyes wide open and a huge smile was spread on their faces. After all, not every day you witness THE giants battling for your advertising $$$. Still, besides being entertaining, what does it mean for us, app marketers? 

Google just announced that Google AdWords will refocus on mobile app promotion. Changes will include suggested keywords based on popular searches in Google Play, improved targeting options on the Google Display Network, and deep linking in mobile app ads for users who have already downloaded an advertiser’s app.In other words, they are taking the “me too” approach, introducing their version of install ads.

Twitter just announced a few days ago that it will soon be introducing a full array of mobile app promotion tools to drive installs and engagement (currently in private beta). Finally, we are going to see install ads on Twitter! These native ads will appear within the Twitter flows (Twitter cards and promoted tweets), and will be based on Twitter’s Mopub RTB exchange.

We already know that Facebook is offering install ads (since October 2012). Many of us have even been using this format and enjoying the results, but just a few days ago Facebook has announced that they are going to unveil a new mobile ad network very soon. In other words, beware Admob, AKA Google.

So, Google is fighting with Facebook who is fighting with Twitter who is fighting with Google, you get the gist of it… Now that’s a battle of giants!

I don’t know who will prevail, or maybe they will all just find a way to co-exist, assuming there is enough plankton in the ocean to feed all the sharks (do sharks even eat plankton?).

But I truly believe, that for us, app marketers, this is good news! We love it when they compete. We love it when our advertising options are widening. We love it when our monetization opportunities are growing.

First, the fact that they all make such significant moves around mobile apps means that they believe we are all here to stay.. Ha, that warm fuzzy feeling…

Second, we struggle as is with getting users to download our apps. Stores are extremely crowded, and we are always, yes, always on the lookout for additional promotional tools that are new, fresh, and can help us get our great apps in front of potential users. And we are talking here about millions and millions of potential users! I am sure you will all agree that in the case of Facebook, Google and Twitter, any app in the world can probably get great reach and exposure to its own specific target audience.  And we already know that install ads work wonderfully in Facebook, so we can expect similar results elsewhere as well.

Also, let’s not forget that the fiercer the competition, the better the chances are that all of us will pay lower rates per download/install/engaged user, etc. I know I can find good use for this potentially saved $$$ – I am sure you can too…

And finally, since a huge player is entering the ad networks game, all of us who rely on ads for monetization can celebrate the joining of this new player, as they are expected to play hard ball, even with Admob is on their tail.

So, sit back, relax and enjoy the ride. It promises to be a great show. But don’t just sit and watch for too long. Soon enough all these new promotional tools will be out in the market, and we will start the race again: Leverage these tools faster and better than our competition.

Remember, appgo2market is here to help and keep you posted!

Once fully launched, we will be closely watching these new tools and let you know what we think. To make sure you are updated, register to our mailing list and also grab our FREE app marketing eBook on the way.

Tsipi Joseph
Tsipi is one of Co-Founders, a mobile expert and a mentor. Over 10 years of experience in the mobile and marketing industry: Director of Marketing at Telmap, Comverse and marketing professional development director at the American Association of National Advertisers.
Tsipi Joseph
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