Tue 10th of November, filed under Mobile Marketing
Google buys display ad specialist
Google has signalled a new era for display-based mobile marketing by taking over a major industry player.
The search engine giant has announced that it is taking over AdMob, a mobile display ad technology provider, in a stock deal worth £450 million. The transaction has been approved by both parties.
Improved ads for mobile apps
Outlining the implications of the deal, Google claims that it will lead to better performing ads on apps and the mobile web. And the combination of AdMob's mobile publisher network and Google's advertising network should enable advertisers to serve up more relevant ads to a wider audience than ever before.
The linkup will also allow Google to expand its reach into a different aspect of mobile marketing. Although the search engine giant has traditionally specialised in search ads, AdMob has built its reputation on display ads and in-app ads.
Google identifies mobile advertising potential
Susan Wojcicki, vice president of product management at Google, said: "Mobile advertising has enormous potential as a marketing medium and, while this industry is still in the early stages of development, AdMob has already made exceptional progress in a very short time. AdMob is the quintessential Silicon Valley startup – generating impressive year-on-year revenue growth – and we're excited to welcome this talented team to Google."
Although based in Silicon Valley, California, AdMob also has offices in New York and London. Some of the world's biggest advertisers rely on the company's mobile marketing experience, including Coca-Cola, Adidas, Ford, Land Rover, EA and Paramount Pictures. On its homepage, AdMob claims to have served more than 125 billion mobile ad impressions to date.
Posted by Richard Frost
