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).
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.
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.
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
3 GOOGLE IN THE MOBILE MARKET 29
WHAT ARE MOBILE ADS? 29
GLOBAL MOBILE MARKET 32
Global Market Size 32
Global Market Players 32
Global Market Trends 32
Regional Analysis 33
Global mobile market characteristics 34
GOOGLE IN GLOBAL MOBILE MARKET 35
Impact of Mobile on Google's Financials 35
Competition to Google in mobile marketing 37
Growth prospects of Google in mobile 38
US MOBILE SPACE 40
US market perspectives 40
US mobile ad trends 44
CHINA SPACE 49
4 GOOGLE ADWORDS, ADSENSE AND SEARCH ENGINES 52
WHAT IS ADWORDS? 52
MODUS OPERANDI 52
ADSENSE 54
GOOGLE PANDA 56
EXTENDING ADWORDS TO MOBILE 57
COMPETITION TO ADWORDS 58
Yahoo! Search Marketing 59
Bing 62
SEARCH ENGINES 64
Global search engine leaders 65
Top US search engines 67
Search engines elsewhere 68
5 OTHER GOOGLE MOBILE TOOLS 69
“THINK INSIGHTS” MOBILE PLAYBOOK 69
ADMOB eCPM FLOOR BETA 72
BRAND IMPRESSIONS TOOL 72
MOBILE PLANET 72
GOMOMETER 74
CONSUMER BAROMETER 75
MOBILE ADS SHOWCASE APPS 75
"FULL VALUE OF MOBILE" CALCULATOR 76
6 ANDROID 80
IMPORTANCE OF ANDROID TO GOOGLE 80
ACQUISITION OF ANDROID INC. 80
COMPARATIVE FEATURES OF ANDROID AND iOS 83
GLOBAL INVENTORY OF MOBILE OPERATING SYSTEMS 83
GLOBAL SMARTPHONE SHIPMENTS 84
ANDROID'S GLOBAL GROWTH PROSPECTS 85
US MARKET FOR ANDROID PHONES 86
OUTSIDE THE US MARKET 87
7 GOOGLE POLICY ISSUES IN MOBILE SHIFT 88
GOOGLE'S COMPETITION 88
THE FUTURE OF SEARCH 89
PRODUCTS, SERVICES AND PLATFORMS 90
Google Now 90
Display Advertising 93
M-Commerce 94
Google Plus 95
YouTube 96
Motorola Mobility 97
Google Glass 98
Potential of Android 98
Merger of Android and Chrome 100
8 CONCLUSIONS AND RECOMMENDATIONS 102
STATE OF PLAY 102
MARKET OUTLOOK 103
GOOGLE'S VISION OF MOBILE 105
CHALLENGES TO GOOGLE 106
GOOGLE'S BUSINESS STRATEGY 107
RECOMMENDATIONS 109
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
3 GOOGLE IN THE MOBILE MARKET 29
WHAT ARE MOBILE ADS? 29
GLOBAL MOBILE MARKET 32
Global Market Size 32
Global Market Players 32
Global Market Trends 32
Regional Analysis 33
Global mobile market characteristics 34
GOOGLE IN GLOBAL MOBILE MARKET 35
Impact of Mobile on Google's Financials 35
Competition to Google in mobile marketing 37
Growth prospects of Google in mobile 38
US MOBILE SPACE 40
US market perspectives 40
US mobile ad trends 44
CHINA SPACE 49
4 GOOGLE ADWORDS, ADSENSE AND SEARCH ENGINES 52
WHAT IS ADWORDS? 52
MODUS OPERANDI 52
ADSENSE 54
GOOGLE PANDA 56
EXTENDING ADWORDS TO MOBILE 57
COMPETITION TO ADWORDS 58
Yahoo! Search Marketing 59
Bing 62
SEARCH ENGINES 64
Global search engine leaders 65
Top US search engines 67
Search engines elsewhere 68
5 OTHER GOOGLE MOBILE TOOLS 69
“THINK INSIGHTS” MOBILE PLAYBOOK 69
ADMOB eCPM FLOOR BETA 72
BRAND IMPRESSIONS TOOL 72
MOBILE PLANET 72
GOMOMETER 74
CONSUMER BAROMETER 75
MOBILE ADS SHOWCASE APPS 75
"FULL VALUE OF MOBILE" CALCULATOR 76
6 ANDROID 80
IMPORTANCE OF ANDROID TO GOOGLE 80
ACQUISITION OF ANDROID INC. 80
COMPARATIVE FEATURES OF ANDROID AND iOS 83
GLOBAL INVENTORY OF MOBILE OPERATING SYSTEMS 83
GLOBAL SMARTPHONE SHIPMENTS 84
ANDROID'S GLOBAL GROWTH PROSPECTS 85
US MARKET FOR ANDROID PHONES 86
OUTSIDE THE US MARKET 87
7 GOOGLE POLICY ISSUES IN MOBILE SHIFT 88
GOOGLE'S COMPETITION 88
THE FUTURE OF SEARCH 89
PRODUCTS, SERVICES AND PLATFORMS 90
Google Now 90
Display Advertising 93
M-Commerce 94
Google Plus 95
YouTube 96
Motorola Mobility 97
Google Glass 98
Potential of Android 98
Merger of Android and Chrome 100
8 CONCLUSIONS AND RECOMMENDATIONS 102
STATE OF PLAY 102
MARKET OUTLOOK 103
GOOGLE'S VISION OF MOBILE 105
CHALLENGES TO GOOGLE 106
GOOGLE'S BUSINESS STRATEGY 107
RECOMMENDATIONS 109
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