Google extends reach into mobile apps with new ad feature

SAN FRANCISCO Wed Apr 23, 2014 9:26am IST

A posed picture shows a Motorola Droid phone displaying the Google search page in New York August 15, 2011. REUTERS/Brendan McDermid/Files

A posed picture shows a Motorola Droid phone displaying the Google search page in New York August 15, 2011.

Credit: Reuters/Brendan McDermid/Files

Related Topics

Stocks

   

SAN FRANCISCO (Reuters) - Google Inc will allow marketers to run online ads that send consumers to a page directly inside a mobile app, furthering the Internet company's effort to extend its multibillion-dollar advertising business to smartphones.

The new advertising feature helps Google bridge the gap between the traditional public Web pages that have long underpinned its search business and the increasing number of standalone, mobile apps popular with consumers. Mobile apps, which are dedicated to everything from restaurant reviews to online games, have typically been walled off and difficult for Google to integrate into its search engine results.

Last year Google began to offer so-called "deep linking" capabilities with a limited number of participating mobile apps. A smartphone user searching for Thai restaurants in San Francisco, for example, might see a link that opens up a page inside the OpenTable restaurant reservation app.

With Tuesday's move, marketers will be able to provide the same direct pathway into their apps from the search ads and display ads that they run on Google websites. That will help companies boost the amount of time that consumers spend using their mobile apps, Google said.

The new feature, which Google said will be available in the next few months, will initially appear only on smartphones that run on Google's Android software.

Google, the world's No. 1 Internet search engine, generates the vast majority of its revenue from advertising. But its ad rates, like those of other Internet companies, have been under pressure as more consumers access its online services on small-screened mobile devices, where advertising rates are lower than on PCs.

(Reporting by Alexei Oreskovic; Editing by Lisa Shumaker)

FILED UNDER:
Comments (0)
This discussion is now closed. We welcome comments on our articles for a limited period after their publication.

  • Most Popular
  • Most Shared

Tech Buzz

Reuters Showcase

Google Drones

Google Drones

Google tests drones for deliveries.  Video 

New iPhone

New iPhone

Apple working with NXP for pay-by-touch technology in new iPhone - FT.  Full Article 

Legal Case

Legal Case

Bitcoin promoter to plead guilty to unlicensed money transmission.  Full Article 

Online Crackdown

Online Crackdown

China's Tencent shuts messaging accounts after censorship rules - state media.  Full Article 

Hot Commodity

Hot Commodity

Data scientists are increasingly becoming important to the world's tech companies.  Video 

Agriculture App

Agriculture App

CME Group smartphone game lets students "beef up" on ag economics.  Full Article 

Copyright Dispute

Copyright Dispute

Oracle loses bid to restore $1.3 bln SAP verdict, could get new trial  Full Article 

Reuters India Mobile

Reuters India Mobile

Get the latest news on the go. Visit Reuters India on your mobile device.  Full Coverage