Posts tagged AdMob
What Apple’s purchase of Quattro really means
Jan 8th
Search giants are scrambling to protect revenues and tap into new areas of advertising
Apple has confirmed it has acquired the agency Quattro Wireless. Is it odd that a primarily tech company has acquired an ad agency?
My answer is no. Apple has gone to great lengths to establish itself as not just a tech giant but also a media company over the past few years – iSlate anyone?
It’s acquisition of Quattro (which was a reported $US300m)spells the next phase in its advertising strategy and ambitions to bolster its advertising capabilities across its iPhone platform and therefore implement a new revenue stream.
However, Apple is probably less interested in profiting from ads than in making the iPhone the most attractive device for developers to build applications. It should also attract new brand advertisers that have previously been cautious of mobile marketing.
Quattro has an ad serving, tracking and analytics platform to help advertisers engage with mobile consumers. Its Q Elevation platform can be used to target ad campaigns based on consumer demographics, location, time of day and other factors.
Mobile advertising is considered a hot market because of the potential to reach consumers on devices that they carry with them everywhere and personalise.
The market for mobile advertising is still relatively untapped, with effective approaches just beginning to emerge as spend on the medium expected to grow to £1 billion by 2013, as smartphones become increasingly popular.
Apple could be using the advertising platform to generate more revenue from the iPhone, and potentially from the tablet computer it is rumored to be developing and launching later this month.
Also, keep in mind that this isn’t Apple’s first attempt to get in the ad game. The tech giant also reputedly wanted to purchase mobile ad company AdMob, only to have it snatched out from under its nose by Google.
Google bought AdMob in November for $U750 million. However, the deal is currently being investigated by US antitrust regulators, and two consumer groups have called on the government to block it.
Here’s an interesting pattern: Apple launches iPhone. Google buys AdMob. Apple buys Quattro. Google launches Nexus One.
The two are heavily pitted against each other. We’re excited to see what will happen next.
Forget SEO and PPC, display advertising is hot for 2010
Dec 15th
Google has made a number of acquisitions in the past month which it will next year be using to its full advantage as new players enter the search marketing war.
Online display advertising, viewed by many marketers as inefficient and time-consuming, has been a bit of a hard sell in recent years, but next year, Google is aiming to change all that.
Hundreds of thousands of advertisers use search advertising — short, highly relevant text ads alongside search results on Google and other search engines — to grow their businesses. Thanks to a decade of innovation, search advertising is an open platform that allows businesses to easily connect with customers.
But now, Google is expecting the “if you build it, they will come” model to pay off.
Display advertising, such as videos, images and interactive ads, connect users with products, services and ideas that interest them. For advertisers, display ads are vital in boosting awareness and sales. For websites and online publishers, they help fund investments in online content and the web services that we all use.
But with a multitude of display ad formats, and thousands of websites, it often takes thousands of hours for advertisers to plan and manage their display ad campaigns. With this complexity, lots of advertisers today just don’t bother, or don’t invest as much as they would like, which is why, for 2010, Google has made it a whole lot easier.
The search engine giant rolled out a new version of its DoubleClick ad exchange in September to open display ad buying to more marketers believing that if it could make it as easy as possible for people to buy display ads, the network can grow.
Display advertising is an important part of any digital marketing programme.
Marketers spent $7.7 billion (£4.7bn) on display ads in the US alone last year. Even though spending will be up 5% this year, according to marketing research company eMarketer, it’s still tiny compared to the search advertising market.
So far though, Google is only just get started when it comes to web display ads.
Improved display technology will make ads more appealing to web users and, therefore, more effective for more marketers. Google knows that advertisers, big and small, are looking for measurable results - and consumer data that will help them target potential customers.
And don’t forget about Google’s purchase of AdMob in November – the mobile ad service will let Google draw analysis from consumers’ phones, as well as their computers, and enable the company to provide insight on which display ads are most effective and which delivery formats perform best.
The AdMob buy and an October launch of Campaign Insights, a data compiling tool that helps marketers track how often consumers are searching for terms and which ads they click, is part of a broader strategy at Google.
It believes that by growing the display advertising pie, everyone will greatly enhance the web experience for advertisers, publishers, and ultimately users. But will display ever take over search…or social media?
Google eyes growth in mobile ecosystem with AdMob
Nov 10th
Google has signed an agreement to acquire AdMob for £448 million, a mobile display advertising company based in the US, to help bolster its mobile advertising platform.
In a blog post yesterday (9/11), Google said that AdMob “couldn’t find good ways to generate traffic for its mobile site” hence the partnership which will see the pair work together on the future of mobile advertising.
The company said it believes that great mobile advertising products “can encourage even more growth in the mobile ecosystem”, which is the business thinking behind the AdMob deal.
AdMob was founded in 2006 and runs its Mobile Advertising Network across thousands of Websites, serving up ads from brands such as Ford and Coca-Cola. It also collects and publishes data on mobile trends gleaned from the traffic it manages.
For publishers of mobile websites and applications, the partnership means better products and tools and more effective monetization of their content — allowing them to focus more on their users and less on how to generate revenue.
For advertisers who want to reach users when they are engaged with mobile content, the AdMob partnership will bring better, more relevant ads and greater reach. It will also mean more interesting, engaging ad formats, according to Google.
Users will also benefit through more mobile content and through better mobile ads that deliver useful information.
The search engine giant reiterated that it has in the past said that mobile phones were “becoming an increasingly indispensable part of our daily lives”.
Google made its intention in the mobile space known back in 2005 when it acquired Android, a mobile operating system.
Despite the tremendous growth in mobile usage and the substantial investment by many businesses in the space, the mobile web is still in its early stages, according to the Google blog.
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