Facebook and Google make a bigger play for advertisers with mobile product launches

Facebook and Google are further exploring mobile opportunities with the launch of six new features in a bid to attract more advertisers.

Google is adding two new products to its advertising portfolio – ‘Customer Match’ and ‘Universal App Campaigns’ – that will better track the consumer journey on various mobile devices.

‘Customer Match’ enables marketers to develop customised campaigns for customers who are part of a brand’s loyalty programme or have made a previous purchase across Google Search, YouTube and Gmail.

The product allows brands to upload a list of email addresses that can be matched to signed-in users on Google. From there, brands can build personalised ad campaigns. It can also be used to reach new customers on YouTube and Gmail who are likely to be interested in a brand’s services.

Google’s second product ‘Universal App Campaigns’ is aimed at helping developers and advertisers promote their app across Google Search, Google Play, YouTube and the Google Display Network.

“Our announcements today focus on helping marketers navigate the challenges of a mobile world where the consumer journey is no longer a predictable, linear path,” a Google spokesperson told Marketing Week.

“To win in this world, you need two things: intent and context. Everything we build takes this into account.”

Facebook targets TV

Facebook is adding four new features to its ad platform, aimed at sending out relevant content on mobile and measuring the impact of advertisers’ mobile campaigns.

To help advertisers analyse the impact of their mobile campaigns, Facebook launched mobile polling earlier this year in collaboration with Nielsen. The company is now partnering with Millward Brown Digital, allowing advertisers to conduct mobile polling on Facebook and Instagram.

It is also introducing a new way for advertisers to plan, buy and measure Facebook video ads using target rating point (TRIP) as the metric, which analyses how Facebook and TV complement each other. Advertisers can plan a campaign across TV and Facebook with a total TRP target in mind and buy a share of those TRPs directly with Facebook.

The company launched its carousel feature last year, giving advertisers the opportunity to drive actions like app installs and website visits. Now, it will allow brands to add video to the carousel.

Facebook is also introducing a ‘Brand Awareness Optimisation’ tool, which enables brands to measure brand awareness generated by their Facebook ad campaign.

“The world has gone mobile and it is now imperative for businesses to connect with people through their mobile devices. To take full advantage of everything this huge shift in consumer behaviour offers marketers, our new solutions are purpose-built for mobile,” says Graham Mudd, Facebook’s ads product marketing director.

“Our ad units, targeting, optimisation and measurement tools are all designed to drive real business results for marketers in a mobile-first world.”

According to figures by the Interactive Advertising Bureau (IAB), IAB Europe and IHS Technology, global mobile advertising revenue surged 64.8% to $31.9bn in 2014 from $19.3bn in 2013.

Facebook’s Q2 figures released in July this year show that its mobile advertising revenues continue to grow, now making up 76% of its total ad revenue or $2.9 billion. Instagram is predicted to bring in $595 million in mobile ad revenues worldwide this year, making up 5.0% of Facebook’s mobile ad revenue.

While Facebook’s influence grows, Google’s portion of the mobile ad market is predicted to shrink. The company is expected to account for 31.07% of the global advertising market this year, down from 31.42% in 2014, according to eMarketer. Facebook accounted for 7.93% of the global digital ad market last year and could see its share grow to 9.07% this year.

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