Marketing Pilgrim's "Display Advertising" Channel

Marketing Pilgrim's Display Advertising Channel is sponsored by AdClarity. AdClarity helps online media buyers and planners uncover their competitors’ media plans, campaigns, creatives, best performing publishers, mediators and traffic sources.

Yahoo Plays Catch-Up with App Install Ad Test



Yahoo app adWe all know that the fewer clicks that stand between you and your customer, the better chance you’ll have of them completing the purchase. This is especially true for app installs.

Late last year, the number of iPhone apps in the iTunes store was somewhere between 760,000 and a million. A dedicated employee at Gigaom figured out that if you bought all of the paid apps your final bill would total $1.13 million! That’s a lot of cash up for grabs and that’s just a small portion of the total. Add in Android and Windows apps and all of the in-app moneymakers and ads on apps. . . .

Gartner says that by 2017, mobile apps will generate revenue of more than $77 billion, making apps one of the most popular computing tools for users across the globe.

But with app numbers growing everyday, it’s getting harder and harder to stand out and get noticed. That’s why these Install Now adds are so important.

What’s more important for Yahoo is that Facebook has already been selling this type of ad for a year. So this move is really about Yahoo playing catch-up. The former king of search marketing closed out the year with a 4% decrease in search revenue and 6% decrease in display ad dollars. To make up the difference, Yahoo has been pushing large, splashy ads and native advertising including a sponsored content push in their online news magazines. All very nice, but they’re not getting anywhere with their mobile advertising.

One positive step was last month’s release of Yahoo Gemini:

. . .the first unified marketplace for mobile search and native advertising. With Yahoo Gemini, advertisers get the performance and ease of search, combined with the scale and creativity of native advertising.  By bringing the two together, advertisers can now buy, manage and optimize their mobile search and native ad spend in one place — driving greater performance and higher impact for their businesses and brands.

But it all feels like too little to late. So where do they go from here? Unconventional thinking isn’t working for them (too expensive and too new for agencies to count on). Old school isn’t working (we’re so over banner ads). Which leaves them stuck in the middle with everyone else – simple, targeted, mobile advertising that helps folks on the fly find what they need.

How hard can that be?

Image: AdAge