mediaadvantages
11-08-2007, 02:15 PM
Why Does Google Care About Mobile?
NOVEMBER 8, 2007
Hint: There are more mobile phones than PCs.
After months of speculation about a Google-branded iPhone rival, Google's announcement of an open development platform for mobile phones seemed underwhelming. But the search giant has something more than mobile hardware in mind.
Google cannot grow fast enough relying solely on the PC-driven Internet. It must extend search marketing to new interactive platforms, new markets and new advertisers who aren’t currently online.
Need data for presentations? eMarketer subscribers can download charts instantly — over 50,000 choices.
Learn About an eMarketer Subscription (http://www.emarketer.com/Products/Subscriptions.aspx?src=subscriptions_50k_download_ article)
"The only current candidate with the scale to match Google’s appetite is the mobile phone." said John du Pre Gauntt, senior analyst at eMarketer.
Take local advertising. In the United States, local online advertising accounted for 7.2% of the 2007 local marketing total, leaving over $100 billion that local online ads just don't capture.
http://www.emarketer.com/images/chart_gifs/086001-087000/086124.gif
Search marketing accounts for a little more than a quarter of the types of advertising purchased by US local advertisers, according to JupiterResearch (http://www.jupiterresearch.com/).
That’s money on the table today that Google can’t reach with classic pay-per-click Web advertising because most of those potential advertisers don’t have Web sites.
http://www.emarketer.com/images/chart_gifs/074001-075000/074609.gif
"A vast majority of people do their local business face-to-face or over the phone," Mr. Gauntt said. "That's a huge swath of business that occurs outside the World Wide Web."
However, Google can reach those offline companies (advertisers) by pay-per-call or other pay-per-action means over the mobile phone.
Mobile search, maps, and other applications enable Google to push search marketing principles into areas where the PC-Internet just can’t reach.
Learn who else is competing for the mobile search market. Read eMarketer's Mobile Search: Clash of the Titans (http://www.emarketer.com/Report.aspx?emarketer_2000429)report.
NOVEMBER 8, 2007
Hint: There are more mobile phones than PCs.
After months of speculation about a Google-branded iPhone rival, Google's announcement of an open development platform for mobile phones seemed underwhelming. But the search giant has something more than mobile hardware in mind.
Google cannot grow fast enough relying solely on the PC-driven Internet. It must extend search marketing to new interactive platforms, new markets and new advertisers who aren’t currently online.
Need data for presentations? eMarketer subscribers can download charts instantly — over 50,000 choices.
Learn About an eMarketer Subscription (http://www.emarketer.com/Products/Subscriptions.aspx?src=subscriptions_50k_download_ article)
"The only current candidate with the scale to match Google’s appetite is the mobile phone." said John du Pre Gauntt, senior analyst at eMarketer.
Take local advertising. In the United States, local online advertising accounted for 7.2% of the 2007 local marketing total, leaving over $100 billion that local online ads just don't capture.
http://www.emarketer.com/images/chart_gifs/086001-087000/086124.gif
Search marketing accounts for a little more than a quarter of the types of advertising purchased by US local advertisers, according to JupiterResearch (http://www.jupiterresearch.com/).
That’s money on the table today that Google can’t reach with classic pay-per-click Web advertising because most of those potential advertisers don’t have Web sites.
http://www.emarketer.com/images/chart_gifs/074001-075000/074609.gif
"A vast majority of people do their local business face-to-face or over the phone," Mr. Gauntt said. "That's a huge swath of business that occurs outside the World Wide Web."
However, Google can reach those offline companies (advertisers) by pay-per-call or other pay-per-action means over the mobile phone.
Mobile search, maps, and other applications enable Google to push search marketing principles into areas where the PC-Internet just can’t reach.
Learn who else is competing for the mobile search market. Read eMarketer's Mobile Search: Clash of the Titans (http://www.emarketer.com/Report.aspx?emarketer_2000429)report.