Week in review: August 3 - 7

Our weekly mobile news review. This week:

SEO - for Google Play

"Search giant Google has introduced Search Ads in the Google Play Store for advertisers and developers who use the Search app install campaign on their AdWords account. The company claims that search is one of the biggest drivers of app installs in the Play Store. Google claims that Google Play reaches over 1 billion people on Android devices across 190 countries and Search Ads will help them discover apps they could have missed. It will also help developers get more eyeballs, the company said."
> Read more on Medianama.

Shop App Installs Grow Among Millennials...

Shopping apps have yet to become a majority activity among mobile millennials, based on recent research, but they’re close. March 2015 polling by Pixlee, a photo-curating software marketing company, found that 47% of US millennial mobile phone users had downloaded a mobile shopping app. Females were more likely than males to have done so, at 49% vs. 44%.
> See more on eMarketer.

... Yet Millennials Don't Shop That Much On Mobile

However, millennial shoppers still aren’t all that mobile, with a plurality saying it’s too hard to do so. Retailers looking to push the cohort to purchase on their mobile devices—or at least keep their attention until they move on to another device during the purchase path—must design easy-to-use apps with an optimal browsing experience. 
> Read on eMarketer.

New York Times Goes Native

"Mobile advertising as a whole is just fairly crappy" according to NYT's senior VP of advertising and innovation, Sebastian Tomich. In place of the interruptive mobile ads, the Times is adopting a mobile ad format that's akin to Facebook's and Twitter's in-feed mobile ads. The New York Times plans to roll out a new ad format in September to its smartphone apps and mobile site in the U.S. that mimics the in-feed placement of the social networks' mobile ads and applies the publisher's editorial insight to how they'll be targeted and what multimedia bells and whistles they'll feature.
> Read more on AdAge

If Forbes Writes About Mobile Advertising, It Must Be Something

"When you’re trying to build up a rich store of customer data, mobile is one of the most powerful resources you have at your disposal. Just ask Starbucks, which referred to mobile and digital as “the big prize” in the context of where to focus executive leadership. The company last year announced it was shuffling management roles in an effort specifically to free CEO Howard Schultz to focus on digital integration as a top initiative."
> Check it out here