Mountain View, California -- More than two years after the integration of Google's $750 million acquisition of mobile ad network AdMob into the mothership may finally comes to fruition. Search engine behemoth Google is now fully geared up to announce that AdMob's mobile display ads, which will now be available to more than one million advertisers using its cash-cow system -- AdWords, now enabling them to run ad campaigns on the 300,000 apps running on 350 million mobile devices in its AdMob network.
Commenting on the latest release in a blog post, Jonathan Alferness, Google director of product management, mobile, noted that along with enabling mobile app campaigns via the AdWords system, advertisers will also be able to choose specific types of smartphone or tablet device models or manufacturer brands.
The freshly announced move, indicates that Google advertisers can run mobile campaigns across AdMob's 300,000-plus mobile apps via their AdWords dashboard with the option to buy AdMob inventory separately or bundled with their desktop campaigns.
On the other hand, targeting users by a specific app or app category within the Google Play Store or iTunes App Store, AdWords advertisers can now target their mobile campaigns--within AdMob or otherwise--at specific devices, such as an HTC One X smartphone or Samsung Galaxy Tab, or at a specific manufacturer like Apple. They can also target campaigns by mobile operating system, carrier and whether a device is connected to Wi-Fi.
“This is the latest chapter in our ongoing efforts not only to bring AdMob's and Google's tools together, but to mobilize all of our ads products and services,” Alferness, mentioned in a blog post.
Soon, the company plans to 'deliver an estimate on the number of devices reached and impressions targeted according to your selections,' the post stated. Besides, AdMob dialed up more than one billion ad requests across 23 countries last month, according to Google, and the AdWords expansion is expected to drive up mobile inventory demand and mobile CPCs.
Coupled with Thursday’s announcement, Google reinforced its mobile ad targeting capabilities. This integration makes it more simple to spend money on mobile ads, since now they can be bought and managed in the same place as other ad efforts, like search and display. Bridging those gap means the majority of Google's advertisers will have access to a medium that has long suffered from smartphone usage far exceeding the ability for advertisers to spend on the device.
In fact, more than 1 million Google advertisers, from small businesses utilizes the company's self-serve tool to big advertisers not currently buying through AdMob's separate storefront, will see mobile display options right alongside the products they usually spend on.
The search engine giant believes the extended platform consolidation 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.
Furthermore, amplifying the pool of potential advertisers is crucial for all mobile-ad sellers. Moving forward, a newer entrant into mobile ad sphere, Facebook, made a similar shift this week, when it unfurled its ads on its mobile app to all its advertisers big and small, not just those that could afford premium ad packages.