Rather than using the URL bar, I think it's more likely that people will just open their Uber app, flight booking app, shopping app, etc. I don't think that is an unlikely development.
If they already have the apps installed they're "converted" customer who don't really need advertising anymore. But how to get them know the app and install it in the first place? Ads impression is a common way beside recommendation from friends.
Additionally, most advertising are about pushing people to buy product like snacks, beer or cloths. I doubt many people really install a Zara or Gap app or put the website in their bookmark.
If we assume that different search queries are better served by different engines then I wonder if it's not possible for someone to develop a "thin" search engine that would do semantic analysis of the query and then redirect it to one or more sites, or show results side by side...
Facebook is trying to head that off by having app integrations in Messenger. The whole new bot craze too. Wonder if Google will jump on this train via Hangouts.
I've been down on Hangouts due to it's bugginess but pretty much have to use it due to Project Fi. I they came out with something as rock solid as WhatsApp but with bots I would be on board again.
Same here. I'm forced to use hangouts, due to having Project FI. But google hangouts drops calls, and also does annoying little things like compressing images sent via SMS.
Additionally, most advertising are about pushing people to buy product like snacks, beer or cloths. I doubt many people really install a Zara or Gap app or put the website in their bookmark.