Google, Mobile Ad Spend, Facebook

[T]he largest driver of Facebook’s mobile revenue is app-install ads -- that is, ads that encourage users to download an application rather than simply promote a product...These ad units are largely purchased by free-to-play game publishers such as King (maker of Candy Crush Saga) and Big Fish Games (the Bejeweled series), which leverage Facebook’s incredible demographic data to target the small percentage of players who will spend hundreds of dollars on in-app purchases. (source infra)

How Google Can Steal Facebook's Candy - Bloomberg View: "....Google is a bigger threat; last week it announced its own app-install ad units for both search-result pages and its YouTube subsidiary. Those two locations may not be as good as Facebook’s timeline for surfacing games you didn’t know you wanted, but Google will have the best possible data driving those units: app usage. In the blog post announcing the initiative, Google explicitly called out the ability to "reach people who are your most likely customers, based on the apps they use, the frequency of use and the types of in-app purchases they make.” That type of data is even more valuable to free-to-play publishers than demographic data, and Facebook runs the risk of becoming the second option for the sorts of advertisers that are currently its best customers...." (read more at link above)

Follow @miateq
Seguir a @miateq