Google ads bring 3 billion cumulative installed capacity: slightly nervous-Facebook Google, Facebook-IT information

On August 19, VentureBeat, according to foreign media reports, Google advertising application installed in the past months showed rapid growth, have significantly reduced the gap with Facebook led the field for a long time.

If its latest projects achieved expected results, Google may even surpass Facebook in the near future. In the past year, Google came from Google.com Web site and app store Google search advertising growth in application installation Play twice. Judging from several data sources, that means Google application installed capacity reached 3 billion – significantly higher than the company announced in May of more than 2 billion.

Facebook F8 Conference in April this year disclosed that its advertising platform is cumulative 2 billion applications installed.

Google's growth is significant, after all, stalled last year it driven business application installed and cannot be compared with Facebook. Application installation market is quite profitable, according to the BI Intelligence estimates, by 2020, the light in the United States the size of the market will reach $ 7 billion.

Google approached Facebook

There is no information showing who is in the lead. In the highly fragmented world, there is no single source of data. However, you can take a look at data from four independent research firm--Adjust, and AppsFlyer, and Kochava and Tune, they focused on tracking application installation effect of promotional activities. Published data strongly suggests that Google has narrowed the gap with Facebook. The trend has been with digital advertising executives of evidence, those executives said, they recently increased spending on the Google platform, in some cases, even the budget moved from Facebook to the past.

Of course, lots of data about application installations are a lagging indicator, meaning that Google announced in May a new major products the majority of the role of advertising is also not reflected in the attribution data. However, the purpose of the advertised product may be reflected in the coming months--Facebook the gap between Google and the rest are likely to disappear.

SparkPeople to operational health and fitness applications company Qiao·Luobo (Joe Robb) as an example, he said in a media interview, found in Google AdWords to drive his most application installation is better than Facebook advertising this year advertising budget has been transferred from Facebook to Google.

He said Google's cost-per-install lower over the past few months advertising campaigns on the Google platform also bring more traffic. He added that in the past two months, his monthly advertising budget to improve the Google platform 125%, its management team has agreed to continue to improve in the next 12 months the budget. "It's great," he said, "you had pulled the trigger, then coming over and application downloads. ”

Although most of the data is delayed, but they are already showing Google's tremendous growth.

Facebook is still in the lead, but the gap is narrowing

Attribution analysis on ad AppsFlyer last week became the first company found the trend of companies. AppsFlyer to a survey, although as of June Facebook still ruled most of statistical indicators, but Google is increasing rapidly. The survey analyzes the application of 4 billion to install and drive application installed media sources. In June, Google beyond Facebook and Twitter, Android application player retention rate rose to the top of the game. On the iOS platform, even though Google has only recently begun to punch, but it is also included in our application have kept rates and installed capacity rose to third from fifth place in the overall ranking. Google has also made progress in non-game applications.

From Tune, another advertising attribution analysis firm data, Google's growth is even more impressive. Tune analyzed data from about 48 million Americans have 74 million of the 150 million of equipment installation. According to Tune Economist yuehan·Ke match (John Koetsier) said that analysis showed that Google Mobile app last year installed ads suddenly showed sharp growth, this growth also "almost unprecedented speed" continued in the year 2016. He also said that specifically, the Tune Google 7 times growth last year, as of June 4 times times growth.

Due to data exclusivity of the concerns, Tune and attribution analysis on other advertising companies are usually unwilling to disclose the specific data. "Is easy for small companies to achieve multiple growth, Google of such magnitude that it has achieved this size grows, it is amazing. "Coit says.

Attribution analysis on two other advertising company Kochava and Adjust found similar evidence. Facebook still can bring more applications installed, but Google is closing the gap. Kochava Publisher development Executive jielimi·gelinmu (Jeremy Grimm) pointed out that, from 2015, Google's growth has been faster than Facebook.

Note: Google and Facebook application-driven installation gap trends (data from Kochava)

Other large advertisers said their performance reflects the results of these studies. Big game application developers Pocket Gems over the past 6 months, it had to increase its ad spending on Google 50%. However, Pocket Gems effect Marketing Director David Ross (David Rose) pointed out that, although Google's advertising products in the past year, there has been a big improvement, but the company will invest more in Facebook's budget.

Google tries their best to attack

So, what's driving Google's growth?

Google's growth has come from over a year ago launched the "generic advertising campaigns" (Universal App Campaigns, known as UAC) projects, for publishers, UAC is an easy way to access all of Google's advertising, including Google AdWords, display ad network, YouTube and so on. For Google, this is a very important step, because it has a variety of ad formats and categories, are too complex for the advertiser, it is difficult to grasp. Many advertisers prefer the simplicity of Facebook Platform: just place the advertisement in the covering 1.7 billion users of social networks on a single stream, you can reach the target audience. By consolidating all the products together, Google also brings the same simplicity in nature and provide even broader coverage: according to Google, Google search, YouTube, maps, Gmail, and Chrome and Android, and Google Play, the users of these products cover all exceeded 1 billion.

Last year, in parallel with the introduction of UAC, Google also launched advertisements Play on the Store. Play Store is definitely a very good attracting millions of search platform user concerned.

In May of this year's I/O Developer Conference, Google goes a step further: Declaration of UAC will be carried out in a number of improvements, including its extension to the iOS platform. The company also said it will help publishers automated advertising directed, improve advertising process, to generate ideas to optimize advertising campaigns to find the user that brings best value: the future is likely to retain and spend more money on the application user.

This includes application lets publishers tell Google which events are most important to them, and caters to the needs of those events advertising. Google's head of global product Lee Jones (Lee Jones) mentioned the game company Pixonic, the company's standards for high-value users through the fifth mission of the game. Jones said a test version of UAC with Google, Pixonic average revenue per user (ARPU) increased three times, downloads will also improve the 40%.

Google uses machine learning technology to keep track of the signal and make adjustments, as they get more advertising campaign performance data, they can help users save commonly used to manually adjust the bidding time.

Facebook faces an even greater challenge

Google's announcement can tune any application within two months after the event, respond to Facebook on July 19, have released a very similar product. The optimization of products called application events, aimed at allowing advertisers to implement optimization, aiming at the user may complete 14 incident.

Facebook faced another challenge: Apple announced in June that it will be launched on the App Store the app store in its ads, download growth driven application. This will further pressure on Facebook, after all, different from Google and Apple, it does not own mobile app store.

Google also plans to expand its UAC product, as it expanded into May launch a Trial Run of Ads advertising. Those ads to users having to install the application, application to trial games directly in the ad. Google also want UAC advertising-derived to other areas. The company said it is also deepening the integration between Android and Play Store in order to improve accuracy.

In addition, Google video advertising form with this advantage, YouTube is owned by Google video ads project focus. The company said 90% gaming enthusiasts access YouTube at least once a week to get game secrets and understand the rules of the game, 64% will read the ads on YouTube download application. (Successful game Pok é Mon Go is on YouTube community case, today its official YouTube page to watch long reach millions of hours, watched about 90 million. ）

谷歌广告累计带来30亿应用安装量：Facebook略紧张 - 谷歌,Facebook - IT资讯

8月19日消息，据国外媒体VentureBeat报道，过去几个月谷歌应用安装广告业务呈现快速增长，已经明显缩小了其与长期主导该领域的Facebook之间的差距。

要是旗下最新的项目取得预期的成效，谷歌甚至可能不久之后就会超越Facebook。在过去一年里，谷歌来自Google.com网站和应用商店Google Play的搜索广告的应用安装量增长了两倍。从数个数据源来看，那意味着谷歌带来的应用安装量达到30亿——明显高于该公司5月公布的20多亿。

Facebook今年4月在F8大会上披露，其广告平台目前累计带来了20亿次的应用安装。

谷歌的增长相当显著，毕竟去年它驱动应用安装的业务还停滞不前，无法与Facebook相提并论。应用安装市场颇为有利可图，据BI Intelligence估计，到2020年，光在美国该市场的规模就将达到70亿美元。

谷歌逼近Facebook

目前还没有确定信息显示谁处在领先位置。在高度碎片化的应用世界，并没有统一的数据来源。不过，可以先看一下来自四家独立研究公司的数据——Adjust、AppsFlyer、Kochava和Tune，它们致力于追踪应用安装推广活动的效果。那些公司公布的数据都强烈表明，谷歌已经缩小了与Facebook之间的差距。该趋势还得到了与数位广告高管的言论的佐证，那些高管称，他们最近加大了在谷歌平台上的支出，在一些情况下甚至将预算从Facebook挪转过去。

当然，很多有关应用安装的数据都有滞后性，也就是说，谷歌5月公布的新重大广告产品大多数的作用还没有在归因数据中体现出来。不过，那些广告产品的作用可能会在未来几个月体现出来——Facebook和谷歌之间余下的差距有可能会全部消失。

以运营健康健身应用公司SparkPeople的乔·罗伯（Joe Robb）为例，他在接受媒体采访时称，在发现谷歌的AdWords在带动他的多数应用的安装上胜过Facebook广告，今年他已经将广告预算从Facebook转到谷歌。

他说道，谷歌的每安装成本较低，在过去几个月里他在谷歌平台上的广告活动也带来了更多的流量。他补充道，在过去的两个月里，他将每月的谷歌平台广告预算提高了125%，其管理团队也同意在未来12个月里继续提高该预算。“这太好了，”他说，“你扣动扳机了，然后应用下载量滚滚而来。”

尽管多数数据都是滞后的，但它们都已经显示出谷歌的巨大增长。

Facebook仍处于领先，但差距缩小

广告归因分析公司AppsFlyer上周成为了首家发现该趋势的公司。AppsFlyer的调查结果显示，虽然截至6月Facebook仍旧统治大多数的统计指标，但谷歌正在快速上升。该调查分析了40亿次的应用安装和驱动应用安装的媒体来源。6月，谷歌超越Facebook和Twitter，在Android游戏应用的玩家保留率上升至首位。在iOS平台上，尽管谷歌最近才开始发力，但它也在包括游戏应用的保留率和安装量的整体排名上从第五位上升到了第三位。谷歌在非游戏类应用上也取得了进展。

从另一家广告归因分析公司Tune的数据来看，谷歌的增长甚至更令人印象深刻。Tune分析了来自约4800万美国人所拥有的7400万设备的1.5亿次应用安装。据Tune经济学家约翰·科伊特赛（John Koetsier）称，分析结果显示，去年谷歌的移动应用安装广告突然显现出大幅的增长，这一增长还以“几乎前所未见的速度”延续到了2016年。他还说，具体来说，Tune发现谷歌去年取得了7倍的增长，截至今年6月则取得了4倍的增长。

出于数据专有性的考虑，Tune和其它广告归因分析公司通常不愿意公布具体的数据。“小公司很容易就能取得数倍的增长，而谷歌这样量级的公司却取得这种规模的增长，实在是令人惊叹。”科伊特塞说道。

另外两家广告归因分析公司Kochava和Adjust发现了类似的证据。Facebook仍能够带来更多的应用安装，但谷歌正在缩小差距。Kochava发行商开发主管杰里米·格林姆（Jeremy Grimm）指出，自2015年以来，谷歌的增长一直都快于Facebook。

图注：谷歌与Facebook驱动的应用安装量差距趋势（来自Kochava的数据）

其它的大型广告商表示，它们的业务表现反映了这些研究结果。大型游戏应用开发商Pocket Gems称，过去6个月，它将其在谷歌上的广告开支提高了50%。然而，Pocket Gems效果营销主管大卫·罗斯（David Rose）指出，虽然谷歌的广告产品在过去一年里有了很大的提升，但该公司仍会在Facebook上投入更大的预算。

谷歌倾力出击

那么，是什么在驱动谷歌的增长呢？

谷歌的增长主要得益于一年前推出的“通用应用广告活动”（Universal App Campaigns，简称UAC）项目，对于发行商来说，UAC是一种接入谷歌所有的广告形式的便捷方式，当中包括谷歌的AdWords、显示广告网络、YouTube等等。对于谷歌而言，这是很重要的一步，因为它有多种广告形式和品类，对于广告主而言太过复杂，难以同时掌握。很多广告主更偏爱Facebook平台的简洁性：只需要将广告放在该覆盖17亿用户的社交网络单一的信息流上，你就可以触及那些目标受众。通过将所有的产品整合在一块，谷歌实质上也带来了同样的简洁性，而且提供了甚至更广泛的覆盖范围：据谷歌称，谷歌搜索、YouTube、地图、Gmail、Android、Google Play和Chrome，这些产品覆盖的用户量全都超过10亿。

去年，在推出UAC的同时，谷歌还在Play Store上推出了广告。Play Store毫无疑问是很好的吸引数百万搜索应用的用户关注的平台。

在今年5月的I/O开发者大会，谷歌更进一步：宣布将对UAC进行数项改进，其中包括将其延伸到iOS平台。该公司还称，它将帮助发行商自动化广告定向，改进广告流程，产生创意来优化广告活动，从而找到可带来最高价值的用户：那些未来很可能会保留应用和在应用上花更多钱的用户。

这包括让发行商告诉谷歌哪些应用内事件对于它们来说最重要，然后提供迎合那些事件需求的广告。谷歌全球产品主管李·琼斯（Lee Jones）提到了游戏公司Pixonic，该公司对于高价值用户的标准是通过游戏的第五关。琼斯称，借助谷歌UAC的一个测试版本，Pixonic将每用户平均收入（ARPU）提高了三倍，也将下载量提高了40%。

谷歌利用机器学习技术来持续追踪信号和作出调整，随着他们获得更多广告活动表现方面的数据，他们可以帮助用户省去通常用于手动调整竞标的时间。

Facebook面临更大挑战

在谷歌宣布优化任何应用内事件两个月后，Facebook在7月19日作出回应，推出了一款非常相似的产品。该产品名为应用事件优化，旨在让广告主实施优化，瞄准可能完成14类事件的用户。

Facebook还面临另一挑战：苹果6月宣布，它将在旗下的App Store应用商店上推出广告，带动应用下载的增长。这会对Facebook造成进一步的压力，毕竟，与谷歌和苹果不同，它并没有自有的移动应用商店。

谷歌还计划扩张它的UAC产品，如将它扩张到5月推出Trial Run Ads的广告。那些广告让用户不用安装应用，也能够在广告内直接试用游戏应用。谷歌还想要将UAC广告衍生到其它的领域。该公司称，它还在深化Android和Play Store之间的整合，以提高广告精准度。

另外，谷歌在视频这一很有优势的广告形式上发力，旗下的YouTube一直以来都是谷歌视频广告项目的重心所在。该公司表示，90%的游戏爱好者每周至少访问一次YouTube，以获得游戏秘诀和了解玩法，64%会在看完YouTube上的广告后下载应用。（Pokémon Go就是YouTube上的成功游戏社区案例，其官方的YouTube页面累计观看时长达到数百万个小时，观看量约为9000万。）