Google in Mobile Marketing

Google in Mobile Marketing

$1,995.00

Publication ID
MIC0713003
Publication Date
July 8, 2013
Pages
110
Regions Covered
Publisher
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.

Target Audience:

  • Competitors to Google: Any company that either already has or is contemplating a competing line-of-business, application, product, service, etc.
  • Investor Community: Investment banks, private equity, venture capital, angel fund investors, and any other entity seeking to invest in any venture that is impacted (positively or negatively) by Google
  • Small Companies and Start-up's: Any small company or start-up that has a new idea or business that could be impacted (positively or negatively) by Google
  • Others: Google continues to expand in depth and breadth of product areas and influence throughout many industries including search, media, communications, content, telephony, applications, and more. Google Market Intelligence provides a competitive advantage and insights for subscribers.
 
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
 

EXHIBITS

1. Trends in global mobile phone subscriptions and population 11
2. Internet access in the US by computers and mobile devices 13
3. Internet access in India by computers and mobile devices 13
4. Top concerns of marketers 15
5. Many small and medium businesses choose to “wait and see” on mobile marketing 16
6. Changes to mobile ad budgets for 2013 (Forrester) 17
7. Changes to mobile ad budgets for 2013 (Econsultancy) 17
8. Google's top brass at the NASDAQ Initial Public Offering 18
9. Global ad revenue: mobile, social media, online 2012 20
10. Google's global revenues 2001-2012 23
11. Global search engine market share Q4 2012 26
12. Mobile ads can be mobile search or mobile display 29
13. Trends in global mobile ad revenues 33
14. Trends in mobile ad revenues by region 34
15. Global mobile ad spend by format 2012 35
16. Changes in Google's average cost per click 36
17. Forecasts of Facebook global mobile ad revenues 38
18. Google's mobile ad revenue and share in global mobile market 39
19. Forecasts of Google's global mobile ad revenue to total ad revenue 40
20. Market shares in US mobile ad market 2012 41
21. Market shares in US search advertising 2012 42
22. Market shares in US display advertising 2012 43
23. Trends in US mobile ad revenues 44
24. Trends in US mobile search ad revenues by share of player 46
25. Trends in US mobile display ad revenues by share of player 47
26. Trends in US ad revenues by share of ad format 48
27. China search engine market share in 2012 49
28. Example of Google AdWords in a search enquiry 53
29. Comparative revenues from Google websites and Network websites 2001-2012 55
30. Comparative shares of ad revenue of Google sites and Network sites 2001-2012 56
31. Sponsored Listings of Yahoo! Search Marketing 60
32. Google Adwords and Competitors 62
33. World's top search engines by share of search queries Nov-Dec 2012 65
34. Market shares of top global search engines 66
35. US search engine traffic December 2012 67
36. Google "Think Insights" Mobile Playbook 71
37. Google’s Brand Impressions tool 73
38. Google’s Mobile Planet 73
39. GoMoMeter 74
40. Consumer Barometer 75
41. Mobile Ads Showcase App 76
42. Google’s “Full Value of Mobile” calculator 77
43. Android is strategic to Mountain View 80
44. Android apps June 2012-April 2013 82
45. Global market shares of mobile operating systems 84
46. The world's duopoly for smartphone operating systems 85
47. US market shares of smartphone sales by operating system 87
48. Google's mobile ecosystem 92
49. Forecasts of Global and US M-Commerce Sales 2012-2015 95
50. US market shares of visits to social networks March 2013 96
51. Growth of worldwide smartphone sales 104
  1. Google Inc.
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