Google and the future of applications

Publié le 8 Dezember 2019 | Catégorisé dans
addict mobile blog default blog 05
Last month Google announced a revolution in the app market: applications are now available on your smartphone without having to download them. How is this possible? Applications can be streamed from Google’s servers, and users can explore the app content directly on his smartphone without downloading it. For now, this feature is still in beta and only possible with a Wi-Fi Internet connection, in order to test the capabilities of app streaming. Among the beta testers, we can name the famous Hotel Tonight. Addict Mobile - Strategy - google perspectives mobile applications For example, when performing a Google search on Android such as “Hotel in Chicago for tonight”, Google displays the content of the application Hotel Tonight, directly on Chrome. You can see the “Stream” feature below the ads Hotel Tonight. The content is exactly the same as if you had downloaded the application. What is the advantage of this new feature for Google? Nowadays apps account for 90% of time spent on mobile. But Google generates most of its mobile revenues through search requests on its mobile browser Google Chrome. So, if Google offers you the ability to “stream” the app on its browser, users will spend less time within applications and Google Chrome will get back a great part of the mobile traffic. Thus, streaming applications have a certain interest for Google. But, why is this good news for mobile users?
  • A first insight of the app experience: streaming applications give users the opportunity to have a first and non-binding glance at the look & feel of the application.
  • A solution to storage problems: approximately 70% of the storage space is occupied by infrequently used applications! Thanks to streaming apps, users will be able to remove from their phones all applications they barely use, so to gain considerable space.
An, what are the opportunities for publishers? Addict Mobile - Strategy - google perspectives mobile applications
  • Improved efficiency of advertising: Streaming provides a real taste of the experience before committing to download the application. App publishers will be able to produce interactive ads that are actually mini-versions of their apps themselves. These interactive ads are more engaging than animated interstitials or banners: after testing a first version of the app, people who ultimately download the app will be better targeted. App streaming will help developers overcome the difficulty to get an app downloaded and ultimately reduce acquisition costs.
  • Avoiding app uninstalls: users often download and install applications they use maximum twice. Indeed, out of 35 installed applications, only 11 are used on a weekly basis, leaving the 24 other apps good candidates for uninstall. But uninstall makes your app going down the rankings. Streaming apps will allow users to actually use your app without affecting negatively your rankings.
About Julie Florin Julie is Addict Mobile Marketing Manager, the first 100% profit-oriented mobile media agency. With over 5 years experience, Addict Mobile provides mobile campaign management across the world: strategy, materials creation and localization, campaign optimization (pre-targeting, A / B testing, post-targeting) and real-time dashboard. Thanks to our technology, we are able to buy from more than 250 acquisition sources and ensure positive ROI. We currently manage $1+ million marketing budget monthly for international brands and top grossing applications. www.addict-mobile.com

ACTUALITÉS

Article en relation

addict mobile blog default blog 05

Cityscoot rolls out its app across Europe and is conquering new users with Addict Mobile

  Cityscoot is the number one service for self service electric scooters. Launched in 2016 in Paris, the brand has rapidly expanded to Nice, Milan, and Barcelona, offering more than 7000 scooters to all those who wish for an effective urban transport, face in the wind.   Addict Mobile supports Cityscoot in its European growth by managing user acquisition campaigns for its application with a cost per first ride objective.   Activated sources: Facebook, Google and Snapchat.       City Targeting, a challenge for mobile app acquisition   Broadcasting acquisition campaigns on a city scale implies several constraints:   – The more restricted the targeting, the higher the acquisition costs.   – The visuals must be adapted to the usage and routes of each city in order to maintain good transformation rates and thus reach performance objectives.         How to keep acquisition costs low with specific targeting?   By adapting the OS and sources to each city: depending on the results of the campaigns, Addict Mobile’s teams increase investments in the sources or OS that deliver the best performance.   By varying the optimizations according to the sources: on Facebook and Google, campaigns that are optimized […]

Publié le 7 April 2021

The mobile app ecosystem is consolidating!

The latest major changes in the mobile app ecosystem (privacy, Apple’s ATT Framework, maturity of advertisers.) are forcing players in the mobile ecosystem to offer the most complete service possible to cover the entire mobile marketing chain. Owning your first party data and therefore having your own data to monetize your audience and offer effective advertising campaigns is one of the major challenges of 2021’s ecosystem. Everyone wants to put their SDK in the apps to know their users and maximize the revenues of their campaigns. Lately, there have been a lot of acquisitions of AdNetworks, tracking tools, analytics tools and monetization structures. The ecosystem is consolidating, the companies are getting stronger.   Brief overview     Vungle mobile app install company acquires GameRefinery, a leading cloud-based mobile game analytics platform with deep contextual data sets and image-recognition technology that helps developers market, design, and monetize their mobile games. “GameRefinery’s deep contextual data will offer new ways for advertisers to find relevant audiences, using non-personal data such as player motivations, moods and styles and audience personas, for campaign targeting with no device level ID required.” “With upcoming changes on iOS 14 and the removal of the IDFA, advertisers are looking […]

Publié le 1 April 2021

Soft launch: our tips to succeed this essential step in launching a mobile game (part 2)

In our first article we explained the importance of the soft launch for launching mobile games: identifying objectives and KPIs to track, determining a budget and time-line and, finally, developing ASO strategies to maximize conversion rates for your game. This second article focuses on which countries to choose for your soft launch, depending on your objectives and the insight you want to obtain.   Avoid audience burnout The choice of country for soft launching your app is crucial. In fact, we recommend that you avoid testing in the country in which you intend to officially market your game. This would be far from ideal. So you want to avoid launching the game in countries with the most qualified audiences.   If you attract a large number of qualified users to a game that they don’t like, which doesn’t motivate them or generate enough revenue, these players will be “unprofitable.” They simply won’t come back. Therefore, it’s best to delay releasing the game to this kind of audience until you have an advanced version.   This means avoiding the best geographical locations (= those generating the most revenue) which are best left untapped for the hard launch.  Furthermore, these locations, featuring […]

Publié le 29 März 2021

Nos bureaux