ResearchMoz

Google`s Mobile Advertising Strategy

Mind Commerce Publishing
Published Date » 2012-01-15
No. Of Pages » 30

Google's mobile advertising business continues to fuel impressive growth for the online search engine pioneer. The company estimates its mobile advertising revenues will likely generate in excess of $2.5 billion a year and growing. Google generates 97 percent of its $34 billion in annual revenue from selling advertising and new CEO Larry Page promises that mobile advertising, including search and social media, will be a prominent part of its growth strategy.
 
Although Google's assertive foray into mobile advertising has paid off royally, other technology powerhouses are challenging the company with highly competitive business models. Apple and Facebook promise mobile advertising and pricing strategies, and online audience reaches that rival or exceed Google's. The year 2012 promises to be a pivotal year in which a few companies could dominate the mobile advertising platform competitive landscape.
 
This research analyzes Google's emerging mobile advertising strategy to enable marketers to leverage Google's platform to reach consumers with targeted messages. The report aggregates and synthesizes important metrics and trends on mobile advertising and marketing to inform executives making critical spending decisions during a down economy. The report evaluates key Google competitors in the mobile ad space.  It supports advertising buyers to ensure they can optimize their mobile ad dollar spending. The report focuses particular attention to the competitive strategy of Facebook and Apple in the mobile advertising space.
 
Key Findings:
 
  • Mind Commerce estimates that global spending on mobile advertising and marketing initiatives will reach nearly $37.5 billion in 2012, a near 15% compounded annual growth rate since 2008. The Asia-Pacific region is leading the mobile charge and will chalk up an estimated budget of $15.8 billion in 2012. In comparison, Europe's spending on mobile advertising in 2012 will be about half as much ($7.9 billion) while North America's spending for 2012 will be $11.2 billion.
  • Mobile search, especially localized search, will be the dominant activity platform for marketers to engage consumers with branded communications but they should not ignore the potential of downloadable applications, streaming video, WAP and, most certainly, mobile messaging.
  • Facebook is expected to roll out mobile ad services by the end of March 2012. Facebook originally planned to introduce the mobile ad platform earlier this year and the project could face additional delays, one of the sources adds. Facebook's advantage is that it reportedly has over 800 million users with the company expecting to break the billion mark through mobile devices.
  • Apple originally required marketers to commit to a spending limit of at least $1 million, but this was later cut down to $500,000. Also, Apple was charging marketers every time a user tapped an ad, which would quickly eat through the budget. But Apple is now making some changes in order to beef up its failing ad service. For starters, it reportedly plans to drop the spending limit from $500,000 to $400,000.

Companies in Report: 

  • Admob
  • Apple
  • Facebook
  • Google
  • ICrossing
  • Jumptap
  • Madvertise
  • Millenial Media
  • Mogreet
  • Rhythm New Media
  • Third Screen Media
  • Vdopia

Audience: 

  • Smartphone and PDA manufacturers: They provide the hardware that enable next-generation mobile content possible
  • Mobile advertising networks: The suppliers enable different types of mobile ads to be broadcast over mobile networks, in videos, and in other mobile premium content.
  • Mobile search and content aggregators: Many are chasing Google but the smaller vendors offer localized search capabilities.
  • Cellular phone providers: They carry the millions of text messages, some of them sponsored, and are looking at ways to leverage mobile marketing campaign data for their own use.
  • Mobile platform developers: These suppliers create videos, games, downloadable applications for mobile that they in turn use to recruit sponsorship opportunities.
  • Traditional media outlets: Broadcast television stations and Internet properties are leveraging mobile to stream newscasts and other premium content.
  • Marketing and Advertising Agencies, and Corporate Marketing Departments: Chief Marketing and Advertising Executives are determining how best to allocate their budgets for 2012 and mobile is certainly on their radar.
TABLE OF CONTENT
 
1.0 INTRODUCTION  3

2.0 THE MOBILE ADVERTISING COMPETITIVE LANDSCAPE  4
2.1 NEW MOBILE ADVERTISING VENDORS CHALLENGE GOOGLE  8
2.2 GOOGLE LAYS MOBILE ADVERTISING STRATEGY FOUNDATION 11

3.0 GOOGLE'S MOBILE ADVERTISING PRODUCTS 13
3.1 LOCALIZED MOBILE ADS DRIVE KEY SALES IN SPECIFIC VERTICALS  14

4.0 GOOGLE'S STRATEGIC DIRECTION 20

5.0 RECENT EVENTS AFFECTING GOOGLE'S STRATEGY 25
5.1 GOOGLE PATENT DEFENSES CONTINUE  26

6.0 IMPLICATIONS FOR MARKETERS  28

List of Tables

NA

List of Figures

NA

Upcoming Reports:

Poland: market of floor, wall or ceiling coverings of plastics
By - Williams and Marshal Strategy
This report presents a comprehensive overview of the floor, wall or ceiling coverings of plastics market in Poland and its state as of January 2014. It provides detailed analysis of the industry, its dynamics and structure. The purpose of the report is to describe the state of the floor, wall or ceiling coverings of plastics market in Poland, to present actual and retrospective information about the volumes and dynamics of production, imports, exports and consumption, the characteristics of the market for the period 2008-2012 and to build a forecast for the market development until 2018....
Greece: steel tubes and pipes market
By - Williams and Marshal Strategy
This report presents a comprehensive overview of the steel tubes and pipes market in Greece and its state as of January 2014. It provides detailed analysis of the industry, its dynamics and structure. The purpose of the report is to describe the state of the steel tubes and pipes market in Greece, to present actual and retrospective information about the volumes and dynamics of production, imports, exports and consumption, the characteristics of the market for the period 2008-2012 and to build a forecast for the market development until 2018. In the same way, the report presents an...
Palm Methyl Ester Market - Global Industry Size, Market Share, Trends, Analysis, And Forecasts 2012 - 2018
By - Transparency Market Research
Palm methyl ester is a base used for producing biodiesel. It is produced from palm oil in a chemical process is known as transesterification. Methanol acts as a catalyst to convert palm oil to methyl ester. Palm oil cannot be directly used as engine oil due to higher viscosity than that of petroleum products. It is first converted to smaller molecules of methyl ester before being used  as a diesel fuel. Palm methyl ester is a ready substitute for diesel. It is successfully tested and used as fuel for power stations and passenger cars. Increasing use of this substitute...

Research Assistance

We will be happy to help you find what you need.
Please call us or write us:

866-997-4948 (Us-Canada Toll Free)
Tel: +1-518-618-1030
Email: sales@researchmoz.com
Select License type:

Share this report

Related News

Order cancellations not a sign of market slump: Airbus
Jul 31, 2014  
Leading aircraft manufacturer Airbus on Wednesday said that the recent wave of order cancellations for its commercial jetliners do not mean that the market has declined. The market is still strong and single-aisle jets deals are likely to return later. A total of 225 Airbus cancellations were reported since the beginning of this year. Of these, Dubai’s Emirates Airlines alone...
Leading Australian Universities Want to Hike Fees, Enroll Fewer Students
Jul 31, 2014  
Australia’s prestigious group of top eight universities, also known as the Group of Eight (Go8), has indicated plans of increasing tuition fees while reducing the number of students they enroll, a reform-backer has predicted. These decisions could be made if the universities are deregulated .  Arguing for this decision, the chairman of Go8, and vice chancellor of the ANU, Ian...
Blackstone Invests $800 Million in Asian Oil-Based Energy Company
Jul 31, 2014  
Blackstone Energy Partners announced to invest $800 million in an Asian based energy company that is led by former industry executives.  Blackstone is popularly considered a part of the world’s largest administrator of alternatives to financial stocks and bonds. New York-based managing director, Angelo Acconcia of Blackstone Energy Partners said in an interview that Tamarind...
Bristol-Myers Squibb Posts USD 3.9 billion Revenues in 2014 Second Quarter
Jul 30, 2014  
Leading bio-pharmaceutical company Bristol-Myers Squibb has registered revenues of USD 3.9 billion in the 2014 second quarter. This marks a 4% decrease from the same period in 2013. The global revenues of the company (excluding the divested Diabetes Alliance), saw a 7% increase. In this quarter, the company’s results were underlined by steady global sales of nearly each of its...
Novartiss Simbrinza gets approval from the EU
Jul 30, 2014  
Glaucoma patients in Europe can easily obtain Novartis’ Simbrinza eye drops which are a combination of brimonidine tartrate and brinzolamide and it is without a beta-blocker. This eye drop has got the approval of the European Commission. Unlike the inefficient treatment provided by monotherapy, this eye drop aims at treating intraocular pressure or IOP in adults with ocular hypertension...