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:

Cosmeceuticals Market - Global Industry Analysis, Market Size, Share, Trends, Analysis, Growth And Forecasts 2012 - 2018
By - Transparency Market Research
There has been an increase in the disposable income in many countries across the globe. Also, the desire of each individual to maintain a youthful appearance has risen. This demand has led to the developments of unique products which can neither be classified as cosmetics or pharmaceuticals thus giving rise to the market. The Cosmeceuticals industry does not have a lot of regulations, which has facilitated the entry of new players into the market. The developed countries whose major population comprises of aged individuals are the major markets for Cosmeceuticals globally....
Offshore Rental Equipment Market - Global Industry Analysis, Size, Share, Trends, Analysis, Growth and Forecast 2014 - 2020
By - Transparency Market Research
The increasing demand of price competitive solutions in the offshore oil and gas industry has led the major service providing companies to invest in offshore rental equipment market. The increasing oil and gas prices have led to the need of optimizing the extraction of oil and gas from mature fields. Most of the equipments used in drilling sites are expensive, thus contractors tend to rent these equipments instead of buying them. Equipment renting provides significant savings and helps in managing the inventory in an efficient manner. The major exploration and production companies often...
Mobile Printing Market - Global Industry Analysis, Size, Share, Growth, Trends and Forecast, 2013 - 2019
By - Transparency Market Research
Mobile printing let end-users print documents when they are in traditional network of away from it The mobile printing enables end-users to print from their devices to any mobile printing application enabled printer located in the office, public print location or at home. Mobile printing is wireless and provides high degree of efficiency to its end-users. It uses 802.11 networking or Bluetooth to communicate and can be used on both local area network (LAN) and wide area network (WAN). Thermal based technology is being used in mobile printing to provide high quality output. There are two...

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

World Cup Stadium at Qatar to be Renovated for 2022 FIFA World Cup
Nov 26, 2014  
The design for renovation of the Khalifa International Stadium will soon be unveiled by the organization that is responsible for building the infrastructure and stadiums for the 2022 FIFA World Cup Qatar. The main construction work on the stadium is being looked into by two prominent construction companies. The joint venture is between Six Construct and Midmac Contracting. Six Construct is a...
DOD Spending Low, Corps Look for More Work in Alaska
Nov 24, 2014  
Military construction across Alaska continues to decline. Government contractors expect to keep busy for the time being with work delegated by other federal agencies. The United States Army Corps of Engineers expects to have more than US$410 million worth of work available on at least 400 projects in the 2015 fiscal year. Chris Tew, the Alaska Contracting Division chief said that is...
China Consumer Products Fair Kicks-Off in Abu Dhabi
Nov 24, 2014  
Seeking to market products in the United Arab Emirates (UAE) and Mena regions, more than 100 consumer goods makers from China showcased their mid-to-high-end consumer goods at the China Consumer Products Fair. The second edition of the China Consumer Products Fair 2014 began on Monday in Abu Dhabi’s National Exhibition Center (Adnec). The event was officially inaugurated by the Economic...
Ford Recalls 65,000 Fusion Models Due to Issues in Ignition Key
Nov 20, 2014  
If anything defines the world of automobiles currently, it would be recalls. It seems that a flood of automobiles has surrounded the global automobiles industry, which once represented a flourishing and highly profitable industry.  The current automobile giants ordering yet another recall is Ford Motors Co. Ford declared on Tuesday that it is recalling nearly 65,000 sedans from...
3D Printed Heart Model for Better Cardiological Treatment
Nov 20, 2014  
According to research carried out by the American Heart Association’s Scientific Sessions 2014, surgeons will be able to treat complex heart disorders in patients, with the help of a three dimensional experimental printed model of the heart. For surgical planning, most cardiac surgeons make use of two dimensional images of the heart taken by MRI, ultrasound, and X-ray. But the problem is...