The Weekly News Wr(app) – Video Ads Aid App Discovery, Google in Hot Soup Again, Zoom Has an Email Service in Mind

Video ads aid app discovery, Google in hot soup again, Zoom has an email service in mind.

Weekly News For You To Stay Updated With The App Industry

The Merriam-Webster dictionary defines zoom as “to go speedily”.

But not for us.

On this side of the pandemic, it means either joyful group calls or mind-numbingly long meetings. 

That was peak-pandemic Zoom for us. But what is it upto nowadays? That’s what we’re here to tell you in our latest Weekly News Wr(app)

Check it out here:

European Commission logo

1. Google loses its EU antitrust appeal

The EU’s antitrust body has declared that Google’s 4.34 billion euro fine will remain. This is a record among antitrust fines even for Google. The Mountain View company appealed to overturn the ruling but ultimately failed at that.

The EU and Google have been involved in this tussle (among many others) since 2018. To understand the case, we need to rewind back four years to know what the issue was. 

In 2018, the EU competition Commission found Google guilty of anticompetitive behavior when dealing with mobile device manufacturers. Google forced these manufacturers to pre-install Google Search and Chrome on their devices if they wanted to receive the license to use the Play Store. Google also had ‘anti-fragmentation’ agreements with device makers that wanted to pre-install Google Search and Play Store to not sell certain devices that were running on Android if they weren’t approved by Google. Finally, Google had ‘revenue sharing agreements’ with manufacturers which gave a cut of advertising money to device makers only if they agreed to not pre-install a competing search engine on their phones.

As you can see, Google’s way of operating left many competitors and equipment manufacturers frustrated. But this antitrust ruling marks a small victory for them. Sophie Dembinski, head of public policy for the EU’s competition Commission said, “Today’s decision is a significant victory for the European Commission (EC) and is a continuation of a positive trend in Europe towards fairer competition in the online search market,”.

The Bureau Européen des Unions de Consommateurs (BEUC), a consumer organization in the EU, released a statement following the decision, “Today’s General Court ruling on Google’s practices concerning Android is crucial because it confirms that Europe’s consumers must enjoy meaningful choice between search engines and browsers on their phones and tablets. The Court ruling makes clear that Google cannot abuse its strong market position to unfairly exclude competitors through a complex and illegal web of restrictions and requirements for phone manufacturers. The ruling will help to ensure that consumers can benefit from a more open and innovative digital environment,”.

With this case, and many other such cases with the EU and elsewhere, Google may finally mend its ways.


2. Report: users depend on video ads, app store ads, interactive ads for app discovery

ironSource and Tapjoy released fresh findings on app discovery and monetization in a report called “Modern Mobile Consumer 2022”. The research revealed that consumers rely on various forms of advertising that result in app downloads.

However, the most successful form of advertising was in-app ads. 70% of mobile game respondents and 78% from a blended control group admitted to downloading apps after viewing their mobile ads. The study also found that consumers are installing more apps from mobile ads than five years ago.

Another indicator of user app discovery habits lies in their preference for video ads. The research report showed that video ads, app store ads, and interactive ads proved helpful to users in app discovery. Survey respondents also revealed their inclination to download apps if they saw it promoted on their app store. Furthermore, advertising preferences showed that 32% of mobile gaming audiences favored app store ads while 21% of non-gaming audiences liked both video ads and promotions.

This fascinating and insightful research from ironSource came in two parts, one for app discovery and another for monetization. The full report is downloadable from their website.


Video ads aid app discovery, Google in hot soup again, Zoom has an email service in mind.

3. 86% of retailers include first-party data as their core strategy

Google and Kantar surveyed 155 mobile app retailers to find out how they decide what strategies to adopt for their apps.

What resulted from that survey was the revelation of three common strategies which are “omnichannel functionality to meet consumer needs, building first-party data to deepen the relationship with customers, and investing in app promotion to drive usage and engagement”.

Additionally, the survey also showed the top priorities of these retailers with respect to their app’s development. 67% of marketers said that improving customer experience was their top priority in app development followed by 53% saying adding features was a priority.

86% of respondents said that investing in first-party data through better value, loyalty programs, and exclusive savings was a core strategy of theirs. On the other hand, 90% of consumers said that they’re ready to share personal information if they receive appropriate incentives.

Finally, the survey also found that mobile app promotion was executed with the aim of increasing app usage by 35% of respondents, increasing user engagement and more downloads by 28% and 22% of respondents respectively.


4. Zoom planning to launch an email service

Remember Zoom? The video conferencing app that dominated our lives during the nightmarish pandemic? The app is planning to launch two additional services in the form of an email and calendar app.

The app, which experienced unprecedented popularity during the pandemic, is looking to target new users with its new services. Zoom is dubbing its new products Zmail and Zcal, though no official announcement is out. We may find out more in their annual conference Zoomtopia this November.

If the release goes as planned, Zoom will face stiff competition from its Microsoft and Google counterparts.


5. Hiding online status available to some WhatsApp users

WhatsApp is in the process of beta testing one of its latest privacy features. The feature allows users to hide their online status from everyone while using the app.

This is one of the three privacy features WhatsApp announced along with silently leaving a group and blocking screenshots of your view once media.

This feature was rolled out to some beta testers and was spotted on both iOS and Android. According to testers, hiding your online status has two options, you can either keep it visible to everyone, or you can mirror the setting with your “Last Seen” status. That means you can make your online status visible to everyone, your contacts, selected contacts, or no one.


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