Yahoo Gemini Makes App Install Ads Available
It’s Yahoo’s turn to start rolling out app install ads all over their network. With the introduction of the Gemini network back in February of 2014, the company aimed to create a “unified marketplace for mobile search and native advertising.” Since then, Gemini has become a network that reaches over 550 million users on mobile monthly, and one that Yahoo says advertisers can now promote their apps across.
Creating an ad in the Gemini network has been simplified, as Figure 1 above demonstrates. However, Yahoo understands that with the massive reach it also has, standing out can be difficult. To address this concern, they’ve made the app install ads “an easy-to-use solution for promoting apps.”
It makes sense that Yahoo would want to ensure that those within the Gemini network all have a fair shot at getting their ads displayed instead of being disadvantaged due to insufficient web design or marketing skills.
According to Yahoo, their “user-friendly UI” ensures that setting up, monitoring, and managing all app install campaigns will be made easier. Additionally, brands and developers will have access to a mobile analytics suite, thanks largely in part to Yahoo’s acquisition of Flurry back in July.
Figure 2 above shows how an app install ad would look like for those in the Gemini network. SeatGeek is one of Yahoo’s first advertisers, and through Yahoo’s ads, found a “cost-efficient way to drive app installs and saw Yahoo users making significant in-app purchases.” Matt Clunan, Marketing Analyst for SeatGeek, says their analysis revealed that “Yahoo users download the app and make big purchases” and that transactions were “higher than average from Yahoo user traffic.”
It should also be noted that popular blogging site Tumblr is also under Yahoo’s umbrella. With over 220 million blogs that produce an average of 87.6 million posts per day, this is a large audience that can be advertised to.
The app install ads went live for U.S. advertisers on December 9, 2014. With much potential being shown, it seems the acquisitions Yahoo has been making since 2013 are finally showing their full worth.
What do you think of Yahoo’s move to make app install ads available on Gemini? Does Yahoo have a big enough reach to drive more installs?
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