For those of you who are using Bing Ads, we got some news for you! Next spring, app extensions will be available to advertisers, which is timed to coincide with the removal of explicit mobile OS targeting. These app extensions will be targeted automatically to a user’s OS and device.
One of the benefits of these app extensions will be the appearance of an app’s icon and a call-to-action to download the app, rather than a simple click-to-download button. Also, advertisers will be able to promote apps available for download for any device, including iOS, Android, and Windows devices.
And for Bing Ads, this will be only the first into mobile app extensions. Since Google AdWords already offers an app discovery extension of their own, as well as app re-engagement ads on search and YouTube, and Facebook and Twitter are in the app ad business as well, we can predict that Microsoft will be hot on the heels of their success.