Develop 2012: AdMob and YouTube are Google's cost effective ad channels says Ali Syed

In 2013, mobile usage will overtake desktop usage. There are 2.3 billion internet users and over 1.2 billion of them are mobile internet users.

And Ali Syed, a senior acquisition manager at Google wants you to market your games to them via Google products.

He particularly focused on the mobile version of YouTube and AdMob, Google's in-app advertising solution.

With search-based campaigns often very expensive, Syed pointed to these channels as offering a more effective opportunity. An AdMob campaign can cost as little as 20p per click, he revealed.

"YouTube is an advertising network as well as content delivery service," Syed added.

"95 percent of gamers will check out trailers and gameplay videos before purchasing."

Numbers, numbers

Yet to make the most of these opportunities, Syed argued that developers need to fully understand their audience.

"Have you segmented your business enough?" he said. "You need to understand your customers' journey so you can market your content in a particular fashion."

He also pointed out that developers need to qualify their activity so they understand user acquisition costs and the full life time value of a customer.