- Google's Approach To Mobile Advertising Sounds A Lot Like The PC

Tricia Duryee
Wednesday, February 11, 2009; 2:00 AM

Google (NSDQ: GOOG) has launched a new service that allows both carriers and mobile publishers to embed a search box on their portal or site. From the user's perspective, they will be able to search the web directly from whatever page they are visiting, and look-up local information, images or news results. From the carrier's and web site's perspective, it's a chance to earn additional income because Google will kick-back some of the ad revenue to them. The announcement builds off mobile Adsense technology Google launched in Sept. 2007.

The announcement seems to fall neatly in line with Google's overall mobile ad strategy, which was detailed in a confidential presentation obtained by USA Today. USA Today said it got its hands on the report, titled: "Google Mobile and What's Next: Little screen, big opportunity," by Deepak Anand, a mobile marketing manager. Google, which confirmed the authenticity of the report, would not provide any more details, but apparently the presentation was given in front of advertisers and agencies at the Advertising Research Federation.

Although the presentation was vague at best, it did provide one takeaway?that Google is approaching mobile very much like it does the PC. Google identifies two kinds of mobile ads: "contextual targeting," and "Image Ads," both of which which are variations on what they do on the desktop. Contextual advertising is when you deliver an ad that's relevant to a local activity, like finding a restaurant in your zip code. "Image Ads" offer an actual image of a product. The measurement process is also reminiscent of the PC when Google said it "can measure clicks, impressions and conversions for all campaigns." The one major difference between mobile and PC search is that people want "exact information," and "they immediately act on it."

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