Tag: google advertising

Mobile marketing continues to be a struggle for Google

The company’s quarterly results have revealed that it has yet to master this advertising channel.

Although Google has proudly held its position as central and key to online advertising as a whole, when it comes to mobile marketing, specifically, it is becoming increasingly clear that the search engine is having a hard time spanning the gap to the smaller screen.

Although consumers may be using their smartphones and tablets on an increasing basis, advertising to them is difficult.

Mobile marketing is not simply a matter of the same traditional digital advertising, only on a smaller screen. Formats that were used over desktops are providing an entirely different experience for smartphone and tablet users, and it’s not one that they like. The screen size restrictions and touch screens mean that old ads simply don’t carry over to the new devices. That said, Google has not yet been able to figure out exactly how to make its ad business shine as it has done for the desktop and laptop channel.

This has meant that Google is less capable of charging the same type of premiums for its mobile marketing ads.

mobile marketing - GoogleWhile this has been suspected for some time now, the recent release of the company’s earnings has only underscored the struggles that the company is facing as a result of this problem. The cost per click (the amount that an advertiser pays every time an ad is clicked) fell by 6 percent in the quarter that closed in June, when compared to the same quarter in 2013. This has been blamed on the increasing shift toward mobile advertising.

The decline in the ad prices was only the latest in an overall two year trend in that direction for Google. That said, further analysis was not made possible based on the released data as Google does not provide a breakdown of ad revenue based on desktop versus mobile channels.

Google is not alone in its struggle to break through the mobile marketing challenge and come out shining. Nearly all of the major players have found that the transition to multichannel marketing that will appeal to various forms of device user has involved quite the bumpy road and that the various gadgets and screen sizes are presenting far different requirements than had been initially expected.

An FTC and Google agreement opens up mobile industry market

Google mobile industryInternet giant Google has settled with the FTC (Federal Trade Commission) in regards to its antitrust lawsuit that allows smaller players in the mobile industry access to mobile patents. The move is said to lower the amount of suits related to patent holders.

Google’s hold on patents

Philip Solis, of ABI Research in Oyster Bay, NY, stated that concerns have been raised about Google buying ‘standard essential patents’ from Motorola, essentially giving Google the ability to greatly suppress smaller competition. This settlement states what Google has said all along – that they would not use the patents in such a manner.

“It could start a trend around standard essential patents not being used for offensive purposes,” Solis said. “That is a good thing because it means potentially less litigation.” He goes on to say that bigger companies are not effected by having to work around patents in the mobile industry, but smaller companies lack the resources to do so.

What it means for competitors

Smart phones, gaming consoles, tablets, and even online search advertising are all affected in this settlement. Google will allow competition to license patents on what are called critical standardized technologies for all of the above. When Google acquired Motorola Mobility, it gained hundreds of different patents. Many of these are for most basic functions like device internet connectivity.

Google agrees to allow use of standard patents and thus the number of patent-related lawsuits should drop. FTC Chairman Jon Leibowitz said in a statement that Google has made a step that allows consumers to enjoy the benefits of competition in the online marketplace as well through the gadgets that they buy.

“This doesn’t remove the patents issue in general,” Solis said. Overall, he believes that this agreement opens up markets in both advertising and the mobile device market. Google has agreed not to use patents to delay other companies from releasing new products in a timely manner. It is not perfect, however.

Online Advertising

Google is known as an online giant in search and also in search related advertising. As part of this agreement, Google will give those that advertise online more flexibility to use their program as well as the advertising programs of their competitors. The company also promises that any site can remain excluded from Google vertical search results while still remaining visible under their standard search.