Google Buys Into Ad-Supported Mobile Networking

Dodgeball purchase could help the search giant tap into location-based mobile advertising.

Google has acquired mobile social networking firm dodgeball.com in a move that could help the search player deliver location-based advertising on cell phones. Terms of the transaction weren’t disclosed.

New York City-based dodgeball.com uses SMS (define) and MMS (define) technology to allow consumers to connect with friends and friends-of-friends at nightspots in 22 U.S. cities. Because users text dodgeball to indicate their locations, the company can use that information to target ad messages to users within a specific geographic area who have opted-in. The company says it can also target by date and time, weather conditions, or by city.

In a June 2004 campaign, vodka marketer Absolut sent opt-in subscribers messages that said, “What a gorgeous day! Reply with @venuename telling us where u are. Dodgeball & Absolut will send the closest outdoor patio.” When users responded, the company followed-up with information about the closest place where they could enjoy outdoor drinks.

Google declined to comment on the acquisition or on its future plans for the service.

In a message on the dodgeball Web site, founders Dennis Crowley and Alex Rainert characterized the sale as an opportunity for them to build more features.

“We have lots of ideas that we’ve wanted to work on for a long time, and we’re excited that we will now have the time and resources to actually follow-through with them. There’s some cool stuff in the works,” the message reads. Crowley and Rainert have a history of work in the interactive world. Crowley previously managed mobile applications at Vindigo, and has worked at MTV Networks and ABC. He also served a stint at JupiterResearch. Rainert most recently worked at ECCO design on user interface projects, and he has also worked at agencies Razorfish and R/GA.

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior
Whitepaper | Mobile

US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups
Whitepaper | Analyzing Customer Data

Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people
Whitepaper | Digital Marketing

Learning to win the talent war: how digital marketing can develop its peopl...

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy
Report | Digital Transformation

Engagement To Empowerment - Winning in Today's Experience Economy

1m

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource