Google is enhancing Display Ads to help advertisers connect with consumers across an expanding range of channels and surfaces. Key updates include new third-party Connected TV inventory from TelevisaUnivision, MLB, and FOX News, plus broader reach across news, sports, social, and gaming. Advertisers now have more flexibility: Display ads can be used in standalone Display campaigns, Performance Max, and now Demand Gen campaigns, which previously only accessed video-eligible inventory via Google Video Partners.
Testing shows a 16% lift in conversions when adding Google Display Network to Demand Gen campaigns. Creative improvements are central: upgraded image generation to Imagen 3, tuned with ads performance data, enhances creative quality (75% of ad recall depends on creative quality per Ipsos). A new preview gallery enables easier review, approval, and sharing of assets across formats and devices.
Brand templates help maintain consistency while accelerating production. Quality standards are tightened with enhanced inventory verification, stronger fraud protections, and sophisticated site quality signals to reduce invalid traffic and leads. For ad ops decision-makers, these updates mean better reach across premium inventory, improved creative performance via AI, streamlined collaboration, and reduced risk of ad fraud, enabling more effective cross-channel campaigns.
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AppsFlyerUnlock the value of web-to-app
Web-to-app strategies boost conversions by 77% and achieve 13.6% average paying user rate. Brands like adidas saw 2.4x higher ROAS from deep-linked users, while AirAsia improved bookings by 19%. Key challenges include measurement gaps, siloed teams, and onboarding friction. Solutions involve Google Ads Web-to-App Install and Web to App Connect with AppsFlyer Smart Banners and deep linking. Actionable steps: set tracking, import conversions, activate smart bidding, and deep link users.
AppsFlyerWinning big with influencers: A comprehensive guide for app marketers
Influencer marketing drives app growth by building trust and authenticity beyond traditional UA. Budgeting should start with target markets, CPM benchmarks, and a 25% uplift in daily organic installs. Choose creators based on data: audience demographics, recent views, and content alignment. Measure performance with granular attribution links (e.g., AppsFlyer OneLink) to track installs, conversions, and ROI. Avoid vanity metrics; focus on CVR, retention, and long-tail effects. Start with small campaigns to gather benchmarks before scaling.
AppsFlyer2025 App Marketer Survey
The mobile advertising industry is optimistic heading into 2025, with 80% of marketers expecting the year to be as strong or stronger than 2024. Non-gaming apps are driving growth, with downloads up 12% YoY and IAP revenue increasing 20%+. Marketers are prioritizing profitability and ROAS, with over half reporting more aggressive KPIs. Generative AI is already benefiting creative production and optimization. iOS re-engagement remains underleveraged, and most marketers are still adapting to SKAN. Budgets are increasing, with a focus on ad networks and self-attributing networks.
GoogleChannel performance and more reporting coming to Performance Max
Performance Max now offers channel-level reporting, search terms reporting, and enhanced asset metrics. These updates provide granular insights across Google's channels, enabling advertisers to optimize performance. The open beta for channel reporting starts soon. Key data: over 90 quality improvements in 2024 boosted conversions by 10%+. Advertisers can drill into specific channels, view distribution tables, and get diagnostic tips. Actionable: use insights to refine assets, apply negative keywords, and improve landing pages.
MetaUsing the power of AI to reach customers wherever they are
Meta is investing in AI models like Andromeda to optimize ad performance. New omnichannel ads drive online and in-store sales, showing 15% lower CPA and 12% higher ROAS. Updates include simplified checkout for Shops ads, ads in Facebook notifications, and generative AI for virtual try-ons and text generation. Advertisers can request emails before promo codes and use site links on Instagram. These tools help capture demand and improve margins.
MintegralDecoding Mobile Marketing Acronyms
This guide demystifies mobile marketing acronyms for ad ops. Key pricing models include CPM for awareness, CPC for traffic, CPI for installs, and CPE for engagement. Mintegral's Target CPE and Target ROAS optimize for conversions and ROI. Platforms like DSP, SSP, and RTB automate buying and selling. Attribution relies on MMPs, SKAN, and MMM. Metrics such as MAU, DAU, LTV, and ARPU track performance. Monetization models (IAA, IAP, hybrid) and ASO/CTV are also covered. Actionable takeaway: choose pricing and tracking based on campaign goals.
GoogleUnlock next-level performance with AI Max for Search campaigns
Google Search is evolving with AI to become more exploratory and multimodal, enabling better intent prediction and ad relevance. The new AI Max for Search campaigns suite, launching in beta, offers one-click activation of targeting and creative enhancements. It uses broad match and keywordless technology to expand reach to new, high-performing queries, with typical 14% more conversions at similar CPA/ROAS. Advertisers like L'Oréal and MyConnect saw significant lifts: L'Oréal achieved 2x higher conversion rate at 31% lower cost-per-conversion, while MyConnect gained 16% more leads. New controls include location-of-interest targeting and brand controls for precision.
AppLovinA Note from Our CEO: Discussing Web Advertising Opportunity and Unpacking Pixels
AppLovin CEO Adam Foroughi refutes a short report questioning its e-commerce ad business and pixel practices. He highlights rapid growth to a billion-dollar run rate, noting 80% of sales occur within 24 hours, proving incrementality. The pixel is standard, comparable to Meta and Google, and Shopify auto-appends data similarly. Foroughi emphasizes that the ad models are young but improving fast, and the web ad market offers massive opportunity. He urges investors to dig deeper and use AI tools to verify claims. The response underscores AppLovin's commitment to innovation and execution.
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