Google’s mobile advertising business continues to fuel impressive growth for the online search engine pioneer. Google has much at stake in the worldwide shift from desktop advertising to mobile advertising. The company has taken various measures to brace for the shift. It acquired mobile-related corporate vehicles, notably Android (2005), YouTube (2006), DoubleClick (2007), AdMob (2009) and Motorola Mobility (2012), and launched mobile marketing tools like the Google Playbook (2013).
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This research addresses the following:
Competitive Landscape: The current shape of the mobile advertising landscape and Google’s fit within it. Google’s current strategies: How has its strategy paid off and who are the biggest competitor’s to Google in mobile advertising.
Advertising Products: Google’s current advertising products. What’s next for Google’s product strategy (i.e., in-app advertising, search advertising).
Strategic Direction: Google’s strategy in light of other mobile advertising powerhouses entering the landscape. How Facebook and Apple’s strategies differ from Google’s
Recent Happenings: Recent strategic moves Google has made to grow its market share in mobile advertising. How Facebook and Apple countered Google’s strategy. Relevant recent events that have occurred affecting Google’s strategy (i.e., MMA standardizations of mobile ads)
Recommendations for Marketers: What marketers need to do to optimize their spending with Google, Facebook, and others. What is the best strategy for advertising buyers in the next five years.
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Table of Contents:
EXECUTIVE SUMMARY 9
1 INTRODUCTION 11
IMPACT OF MOBILE DEVICES 11
MOBILE MARKETING AND ADVERTISING 12
MIGHTY GOOGLE 18
SCOPE OF REPORT 21
2 GOOGLE IN REVIEW 22
OVERALL ACHIEVEMENTS 22
BUSINESS RECORD 22
SEARCH ADVERTISING 25
Global Search Market 25
US Search Market 26
DISPLAY ADVERTISING 27
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