Google makes a play for mobile ad dollars

GOOGLE   MOBILE MARKETING   MERGERS

Global - Google has announced a US$750 million acquisition of mobile ad group AdMob, in a bid to improve the way advertising is delivered to mobile handsets.

Google said the acquisition will enhance its expertise and technology in mobile advertising, while also giving advertisers and publishers more choice in this growing new area.

Both companies have agreed to the acquisition which now requires regulatory approval.

"Mobile advertising has enormous potential as a marketing medium and while this industry is still in the early stages of development," said Susan Wojcicki (pictured), vice president of product management at Google.

Omar Hamoui, founder & CEO of AdMob, said people underestimate how important ads have been to funding the development of innovative content on the internet.

"Our goal all along at AdMob has been to make it possible for developers and publishers to bring their products and ideas to mobile with the same business model," Hamoui said.

"As publishers and developers generate more revenue from their mobile products, they will invest more, and their mobile offerings will become richer, more creative and more robust."

Google added the deal will help its efforts to develop more effective tools for creating, serving and analyzing emerging mobile ads formats. As this ecosystem continues to grow, the company expects these new marketing media to offer significant benefits to advertisers.

At the same time, it said users will see more relevant ads and ultimately get access to more ad-supported content and applications - improving their mobile experience.  

_________________________________________________________________________________________

More quality Lighthouse titles

Managing people? For HR and leadership strategy, Human Resources has it covered.

Want to get on the right side of the procurement department?
Direct them to Procurement Asia.