Mobile App Install Ads, a Huge Deal

Why Mobile App Install Ads Are Suddenly Such a Huge Deal - CMO Today - WSJ: "... Mr. Edri sees a Facebook mobile ad network as ideally timed, and plenty of room for Yahoo, Twitter and others, assuming their ad environments prove as suitable to downloading games as Facebook’s. “They all have first party data, and that’s key,” said Mr. Edri. “And it’s not like you have to go and sell to these game companies. They’ll go and test anyone.” As for the other big question, given the way that social gaming collapsed on Facebook (see Zynga’s struggles in recent years), can this party last? Or won’t mobile gaming eventually peter out? Or will these companies run out of high spending whales? Not surprisingly, gaming experts say no. “I don’t think so,” said Mr. Driver. “There is still a huge segment of the market that is not playing games at all right now but will be in the future. The smartphone and tablet markets are still growing rapidly. You’ll see this market grow for years to come.” Mr. Edri said he could see the market eventually becoming saturated, but not any time soon. Plus, there are two million apps in Apple’s app store alone, meaning to get noticed, game developers have to market their games or risk getting lost. One strange side effect of all this game money. Big brands may find themselves shut out of some key mobile ad inventory. “Brands are just getting introduced to mobile, and we’ve just now seen some demand.” But as for brands paying more for mobile ads than ROI-obsessed game companies. “I don’t see it happening,” Mr. Edri said."

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