Google’s integration with AdMob, its mobile ad network, is becoming more robust today with the availability of AdMob network inventory through the AdWords platform. The move brings to fruition promises of the AdMob acquisition, which was approved by the Federal Trade Commission more than two years ago.
In a blog post, Jonathan Alferness, Google director of product management, mobile, noted that along with enabling mobile app campaigns through the AdWords system, advertisers will also be able to target specific types of smartphone or tablet device models or manufacturer brands.
Advertisers can target by mobile app categories such as business, education, and finance. In the near future the company plans to “provide an estimate on the number of devices reached and impressions targeted given your selections,” according to the post.
The bulk of the inventory in AdMob’s network is in applications; Google said AdMob reaches 350 million mobile devices across 300,000 mobile apps.
According to recent data from the Interactive Advertising Bureau and HIS Screen Digest, the global mobile ad market reached $5.3 billion in 2011. North America accounted for 31.4 percent of the market’s ad revenue.
Google believes the extended platform integration will boost demand for mobile advertising. In its quest to dominate cross media marketing through simpler buying and management tools, Google this week also unveiled a more connected DoubleClick in the form of DoubleClick Digital Marketing. The platform combines ad and bid management with search advertising, rich media, and analytics.
2017 will be a watershed moment for video, as consumption moves from the TV to other devices.
As it prepares for a 2017 IPO that could be the largest in the social media space since Facebook went public in 2012, all eyes are on Snapchat.
In 2015, Verizon purchased AOL for $4.4 billion. Now, the mega wireless carrier is leveraging its wireless network as part of a new ad offering called BrandBuilder by AOL.
As the ball drops on December 31st, make sure your media strategies are stacked with timely resolutions to make the most of 2017.