App extensions will be available to advertisers on Bing Ads starting next spring. Timed to coincide with the removal of explicit mobile OS targeting, app extensions will be targeted automatically to a user’s OS and device.
The extensions will feature an app’s icon and a call-to-action to download the app, as opposed to a click-to-download button.
Advertisers will be able to promote apps available for download on iOS, Android and Windows Phone devices.
This is the first foray into mobile app extensions for Bing Ads. It’s likely to just be the start, but Microsoft is behind in this area. Google AdWords already offers a similar app discovery extension as well as app re-engagement ads on search and YouTube, and both Facebook and Twitter offer app ads that have proven successful.
Bing does offer organic app linking from Bing’s search results to Windows or Windows Phone apps.