They are the long-awaited thread that ties together the in-app ad experience to the subsequent user action. Right now, most in-app ads tap through to a mobile web landing page where a user may convert in some way: Watch a video, browse product pages, fill out a form. Or in many instances, the user doesn't tap the mobile ad at all and instead visits the mobile page later on via search. Because the browser doesn't 'see' that mobile user's ad identifier, it's hard to connect that conversion action back to the ad impression. If the advertiser uses an Instant App experience instead, we will see that loop close as the Instant App should be able to capture the user's ad ID like any other app. This will create a more accurate and efficient mobile ad economy, filling the void created by the lack of consistent cookie compatibility in mobile. And all of this could happen for advertisers overnight as they switch from mobile web landing pages to Instant Apps."
Ryan Griffin, SVP, Strategy:
"The idea of atomizing an entire app and building it in a modular way, so that people can access relevant pieces based on what they are doing and what they need at that point in time? That's fascinating. Google just added an entirely new dimension to the way that designers and developers think about mobile experiences.
Instant Apps, while creating brilliant consumer use cases for certain classes of apps - think Productivity, Retail, QSR, among others - are not universally applicable. One would never really want to access 'part of' a game, for instance. But the idea of grabbing contextually relevant portions of an app experience 'as you need them' is truly transformational."
What do we need a PC for? Not much.
Mobile continues to eat up consumer attention - at the expense of desktops & laptops
In just the past 12 months, we've seen Apple introduce split-screen to multiple devices, starting with OS X El Capitan(desktop) last spring to iOS 9 in the iPad over the summer. (And you could say it rounded it out with its March Madness split-screen feature on Apple TV.)
But Google announcing its multi-tasking and multi-attention features like split-screen and picture-in-picture on all Android devices, including phones, is much more far-reaching. Here's why:
David Kurtz, Chief Product Officer:
"The number of times users have to use a laptop to do something, professionally or personally, is diminishing every day. Mobile is becoming the device for almost every use case, even the complex ones where you have to access multiple points of information at once. We're getting closer to the day when the majority of consumers, even in developed markets, no longer need a desktop or laptop at which point they may only be reachable on their mobile device Even today, Mobile is the one screen where you are guaranteed to reach consumers. You can't say that about any other medium."
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