App install ads are proving to be big business for some of the top tech companies, with Google announcing it has delivered 1bn installs in just four months.
This takes Google’s total number of app installs to 3bn, meaning the company has generated another billion installs since May.
The reason for this massive spike is that the tech giant launched its Universal App Campaign tool in May, which enabled advertisers to target users on iOS devices.
The latest milestone was revealed by Google as it announced the “next generation” of Universal App Campaigns at dmexco in Cologne last week.
This is designed to let businesses find the “customers that matter most to you” across “Google Search, Play, YouTube, and the millions of sites and apps in the Google Display Network”.
The update lets advertisers choose which in-app activity they want to optimise the ads for, such as promoting a deal, then evaluating signals in real time in order to continuously refine ads so companies reach their “most valuable” users at the right price.
Speaking about the change, Sridhar Ramaswamy, Senior Vice President of Ads and Commerce at Google said: “This is a major shift in how Google can help you grow your app business. We’re listening, and we’re no longer just focusing on the install.
“Our goal with Universal App Campaigns is to deliver user engagement and value for the apps you worked so hard to build.”
Read more about the change here.