Adweek reports that Google has launched new advertising formats and AI-driven bidding tools specifically tailored for iOS app marketers. These updates aim to improve campaign performance while meeting the challenges of advertising within Apple’s ecosystem.
Co-Branded Creator Ads and Playable Formats
One new format enables in-feed and Shorts ad placements on YouTube that co-brand with specific creators. This allows iOS app advertisers to incorporate creator content directly into their campaigns.
Another feature introduces playable ads that can appear after video ad placements purchased through AdMob, Google’s mobile ad network. These interactive ads aim to engage users with interactive content tied directly to app experiences.
Target ROAS and Maximize Conversions with AI
Google is giving marketers more control over performance goals with the introduction of Target ROAS bidding. Advertisers can specify desired return on ad spend results, and Google’s AI tools will adjust bids accordingly.
Apps running on iOS can now also access the Maximize Conversions bidding strategy, which automatically allocates bids within a daily budget to drive the highest number of conversions.
Smart Video Resizing
Another AI-powered enhancement includes automatic video resizing, allowing app campaigns to adapt creatives across various screen sizes and formats without manual editing, improving flexibility and efficiency.
Why This Matters for App Marketers
According to Lee Jones, Google’s managing director of global app ads, these features are designed to help iOS app marketers improve performance and measurement—especially critical now, with consumer spending on the App Store reaching $91.6 billion in 2024, a 24 percent year-over-year increase.
