TL;DR:
• Google debuts tROAS bidding for iOS - already showing 7% ROAS improvements for early adopters
• New co-branded YouTube creator partnerships and AI video enhancement tools launch across App campaigns
• Privacy-first measurement solution delivers 6X more installs for publishers like Codeway
• Timing aligns with 24% App Store spending growth as iOS competition intensifies
Google just unveiled three major updates to its iOS App campaigns that could reshape how marketers reach high-value iPhone users. The search giant's latest AI-powered tools arrive as App Store spending surged 24% year-over-year, according to Appfigures, creating a critical moment for advertisers looking to capitalize on iOS growth.
Google is making its biggest play yet for iOS advertising dominance, rolling out AI-powered campaign tools that promise to help marketers tap into the platform's $100+ billion app economy more effectively. The announcement comes as consumer spending in the App Store hit new highs, creating urgency around iOS user acquisition strategies.
The centerpiece update brings target ROAS (return on ad spend) bidding to iOS App campaigns for the first time. "Fueled by the latest improvements to our AI-powered campaign models, target ROAS bidding is now available on iOS," Google's Lee Jones announced Wednesday. Early results are already impressive - Uatas, an Indonesian lending app, saw a 7% increase in ROAS after adopting the new bidding strategy.
The timing couldn't be more strategic. With Apple's App Store generating 24% more consumer spending year-over-year according to Appfigures, marketers are scrambling to reach iOS users more efficiently. Google's response leverages its massive reach advantage - an Ipsos survey found that Google and YouTube are used daily by 83% of global consumers worldwide.
YouTube Shorts is emerging as a key battleground for mobile app discovery. Google revealed that 45% of YouTube Shorts viewers don't use TikTok and 65% don't use Reels, presenting a massive untapped audience for app marketers. The company is expanding its co-branded partnership ad format to App campaigns, allowing advertisers to work directly with YouTube creators for "more visually engaging and authentic ad experiences."
