Yahoo Gives Developers New Video App Install Ads

Chris CrumDeveloper

Share this Post

Yahoo announced the launch of video app install ads for developers globally. They're available through the company's Gemini self-serve user interface.

"With this powerful combination of the engagement of video and the performance of install ads, Yahoo Developers can promote their apps across Yahoo apps and thousands of others on the Yahoo network while using the enhanced audience targeting of Yahoo, in addition to Flurry Personas to reach the right users on mobile," a spokesperson for the company tells WebProNews.

According to Yahoo, consumers who download an app after watching a trailer use the apps 40% more often and 20% longer compared with regular display install ads, and app marketing video ads see an 89% completion rate. Users acquired have up to 43% more app sessions than average as well, it says.

You can see one of the ads from Zynga here:

"Flurry, and now Yahoo, video app install ads have brought us high quality installs and highly engaged customers,” said John Dionisio, Sr. Director Performance Marketing at Zynga. “We rely on them for both new game launches and sustained, profitable install campaigns.”

You can see another one from Dunkin Donuts here, where you can also sign up to use the ads.

Yahoo's announcement comes a day after its Q1 earnings call, in which it talked up its efforts in advertising and the relationship it's building with app developers. The company said the number of apps that include its Flurry SDK has surpassed 700,000 and that its first mobile developer conference was attended by over a thousand developers whose apps are used for 2 billion hours each month.

At the conference, which was in February, Yahoo launched its new mobile developer suite to help developers monetize, measure, advertise, and improve their apps. It includes Flurry Analytics, an integration of Yahoo's native ads from its Gemini platform, and Yahoo search for apps.

Yahoo says that in the first five weeks since the conference, Yahoo search in apps has been launched in partner apps that reached over 60 million users and "a number" of top tier publishers are using the native ads to achieve "strong revenue momentum".

"Yahoo! is investing passionately in the developer ecosystem to improve the quality and monetization of our partners' applications," said CEO Marissa Mayer.

Native revenue for Q1 grew to over $110 million for the company. During the quarter, Yahoo completed the migration of the Flurry advertising business to the Gemini platform.

Image via Yahoo

Chris Crum

Chris Crum has been a part of the WebProNews team and the iEntry Network of B2B Publications since 2003. Follow Chris on Twitter, on StumbleUpon, on Pinterest and/or on Google: +Chris Crum.