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:

Outsourcing Automotive Manufacturing Market - Global Industry Analysis, Market Size, Share, Growth, Trends, and Forecast, 2012 - 2018
By - Transparency Market Research
Outsourcing has become a popular global issue and the automotive manufacturing industry is now in line with this growing trend. With an increase in globalization, outsourcing is seen as an opportunity to tap the global market. India and China are regarded as a huge potential market due to their growth in infrastructure and easy availability of educated and trained labor.  In India and China, labor can be hired at very reasonable rates and these countries have become the global hub for automotive industry manufacturers.  Automotive manufacturers have opened...
Intermittent Claudication Market - Global Industry Analysis, Size, Share, Growth, Trends And Forecast 2014 - 2020
By - Transparency Market Research
Claudication is originated from latin word claudicare which means to limp. Claudication refers to pain or cramping in lower leg muscles classically calf muscles due to inadequate blood supply. This condition typically occurs during walking, exercise but subsides after a short period of time. This condition is also termed as intermittent claudication as the pain if felt during the exertion subsidizes with the rest. However, under severe condition the pain is also felt under resting position. Claudication is usually diagnosed in people suffering from peripheral arterial disease (PAD)....
Concrete Superplasticizer Market - Global Industry Analysis, Size, Share, Growth, Trends And Forecast, 2013 - 2019
By - Transparency Market Research
Superplasticizers are the polymers used as dispersants to improve the flow efficiency of the suspensions by reducing the aggregation of the particles. These are mostly used as admixtures to concretes which improves the strength of the concrete in its’ applications. Concrete superplasticizers are mainly of five types which include modified lignosulfonates, sulfonated melamine formaldehydes, polycarboxylic acids, sulfonated naphthalene formaldehydes and others. The concrete superplasticizers market can be classified based on applications such as high performance, self compacting,...

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

A Health Tech Incubator Started by GE Healthcare
Oct 30, 2014  
For the very first time, a health tech start up campus has been established by GE Healthcare at its headquarters at Helsinki, Finland. This area already has about twenty such healthcare start ups that are working on cloud services, wireless technologies, apps, and sensors that aim at improving healthcare. The main rationale behind such a step is providing opportunities for further...
Net Earnings of DuPont Increases 52% despite Agricultural Turmoil
Oct 29, 2014  
DuPont - The Wilmington, Del-based leading chemical company faced decline of three percent sales to $7.5 billion in the quarter ending of September 30. The company’s third-quarter earnings were increased by 52 percent to $433 million albeit the slow global growth and agricultural downside.   The company witnessed the biggest drags from chemical sales with eight percent...
Appeal for Sanitization in Construction Industry through Government Regulations: CIOB Ghana
Oct 29, 2014  
Rockson Dogbegah - The Chairman of the Chartered Institute of Building Ghana commented that the construction industry needs a thorough cleaning up and assurance of proper growth. Mr. Dogbegah also said that a few factors are extremely important for a proper development in the construction industry. These include keen adherence to standards, supreme sense of professionalism, and sheer pursuance...
Facebook Hints of Rise in Expenses in 2015, Shares Drop
Oct 29, 2014  
Facebook has announced on Tuesday that it is prepping for a dramatic rise in spending in the year 2015. This warning has come combined with a projected slowdown in the company’s revenues after revenues were analyzed at the end of the third quarter of the year. The plans of such hefty spending in the next financial year by the company are indicative of stress in the investor...
Samsung Records Poorest Profits in Q3 2014
Oct 29, 2014  
In the quarter ending September 2014, Samsung Electronics Co. Ltd registered the smallest earnings ever in two years. The drop in earnings can be easily attributed to heavy competition from new Chinese devices and the Apple phones. The net income stood at US$4 billion for the South Korea-based company. Apple has been Samsung’s strongest contender ever since the latter entered the...