Although App installs have been available on the search network, such as YouTube and AdMob networks, over the past year, Google has just made inventory available for these units available for Android apps online, on the Google Display Network.
So far, early tests have shown installs increased 28 percent while cost-per-install has been holding steady.
Google is adding a brand new video ad format for their app promos. It’s an interstitial that is available for both Android and iOS app marketers. One of the ways you could use the new feature is how the user can interact with your app.
Finally, there is a new bidding strategy being rolled out specifically aimed at app marketers.This new features is called Conversion Optimizer so that in-app buyers who uses paid app installs and in-app purchase data from Google Play app store to inform bids on users that are more likely to make purchases inside the app after installing your app.
This way, marketers will be able to optimize bids based on customer lifetime value, instead of just getting the initial app install.