The big news today was Google’s acquisition of mobile advertising network provider AdMob for $750 million in stock. In case you are not familiar with AdMob, it is among the more prominent mobile services firms, providing an advertising network and complementary measurement tools mainly for the iPhone. They are also often “go to” people for statistics around mobile web usage, penetration and growth.
I say they bought more than AdMob, because in fact Google’s move illustrates the giant “gets” mobile, and that it means a lot more to marketers than hyperlinked words alongside search results (AdWords) or appended to websites in an ad network (AdSense). It’s about providing a platform for marketers to reach their customers in the most relevant, timely and effective manner, based on the mobile experience.
Moreover, it’s recognition of the powerful marketing platform that is the iPhone, despite last week’s release of the Motorola Droid and what is sure to be a flood of Android-based phones in the coming year.
Oh, wait, Google owns Android too. Hmmm, seems like they have their bases covered pretty well with the leading and arguably most effective mobile ad network used on the competitive iPhone, and the top contender to dethrone the iPhone. Those Google people are really smart.
In AdMob, Google now has a wedge to use in its efforts to compete for marketer’s mindshare and dollars. Over time, you can imagine those dollars spent advertising within iPhone applications will find their way into apps for Android.
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