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Google Buys Mobile Marketing Firm AdMob

Google has swooped in on mobile marketing firm AdMob, purchasing the company for $750 million (£449 million) as the search engine looks to expand its mobile advertising presence.

AdMob will receive its payment in Google stocks as it comes onboard to the online advertising behemoth that is slowly pervading every available corner and niche market within the realms of the internet.

“Mobile phones are becoming an increasingly indispensible part of our daily lives, and we continue to see how great devices with full Internet browsers and vibrant app marketplaces are driving an explosion of usage,” wrote Susan Wojcicki, vice president of product management on Google’s official blog.

The push for mobile advertising by Google is a logical intervention. In the last two years mobile search on Google has grown fivefold, in no small part due to the quiet arrival of the iPhone on the world market. According to AdMob 25 per cent of iPhone and Android users spend almost an hour and a half each day using applications on their mobiles, so it is little wonder that Google wants to be at the frontier of this emerging section of internet marketing.

Google has implemented the changes quickly, already AdMob adverts appear as Google ads, a very fast turnaround given the deal was signed less than 24 hours ago. The new partners will now look to strengthen mobile advertising through new innovations.

AdMob’s founder, Omar Hamoui told the BBC: “I think people underestimate how important ads have been to funding the development of innovative content on the internet. Our goal has been to make it possible for developers and publishers to bring their products and ideas to mobile with the same business model.”

Mobile and Video Advertising news posted by Lily Townsend on 10 November 2009

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