As mobile takes the center stage with evolution occurring from Emerging Markets, we do see a number of opportunities for Google search to gain share of mobile ad budgets over time, namely – 1) the mobile app install ad space; 2) improvements in mobile site and app optimization, and 3) improvements in mobile app deep linking and indexing.
Mobile app marketing within Google search
Mobile app installs have been a key component of Facebook’s success on mobile; we estimated that this was over a $1.5bn business for the company in 2014. Google very recently entered this market, that it will let developers begin serving ads in its Google Play app store. Given the size of Google Play, with 46bn estimated app downloads in 2014, we see
