Seeking Alpha

Facebook tweaks app ads, Google steps up measurement competition

  • Facebook (FB) has updated its app install ad product to give developers the ability to send reminder ads within Facebook's apps to users who have rarely opened a downloaded app. The ad might feature a prompt such as "Watch Video" that opens up an app when clicked.
  • Facebook also discloses its app install ads have now driven 145M downloads; that suggests the download rate has grown quickly from the 25M reported for Q1. 8.4K developers used the ads in Q2.
  • Meanwhile, Google (GOOG), which is increasingly competing with Facebook in the online and mobile ad realms (both directly and indirectly), has launched Estimated Total Conversions, a measurement tool for its core AdWords search ad platform that uses Google login data to track ad conversions across devices.
  • Google says a travel ad test for the tool led to an 8% increase in tracked conversions, and a 33% increase "conversions that originated on a mobile phone and later converted on different device." Thus, like Enhanced Campaigns, the product aims to integrate PC and mobile advertising, and in doing so lift mobile ad rates.
  • BI observes Facebook rolled out a cross-device conversion tracking tool in January. The company is also relying on the purchase of Microsoft's Atlas unit to improve ad measurement.
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