Ads Wherever You May Roam
Google, it would appear, would like our attention wherever we might be. Whereas in the beginnings of the internet when one could only focus on a website when sitting in front of a computer, we can now access information from just about anywhere in the world, with devices that fit right into our pockets that are more powerful than the computers they used to send men to the moon. Wherever we go and, more precisely, wherever we shop, Google wants to be there.
There's no doubt that mobile advertising is evolving at a rapid rate and that we're on the cusp of a new frontier. In 2011, the amount spent worldwide on mobile advertising was around $5.3 billion. And according to Gartner, the spend on mobile ads is expected to amount to more than $20 billion by the year 2015.
Has that got your attention yet? It certainly has Google's.
Google recently sunk $12.5 billion into a purchase of Motorola. The search engine giant now has the ability to create a turnkey environment in which it controls not just the software on the device but the hardware as well.
This gives Google access to hardwiring, enabling it to monitor location and deliver mobile ads, let's say, based on someone's proximity to a specific brick-and-mortar store — a store that someone could make a purchase from using Google Wallet.
Google has also been putting a lot of resources into its voice search technology, which is already being used (and loved), and is sure to be even better when it shows up on the next generation of Google Motorola devices.
Google has even invested a lot of money into creating cars that drive themselves. One can only assume this is part of a strategy that will make it a reality for Google to serve interactive ads to you while you're getting from point A to point B without endangering the life of everyone else on the road. Now there's even a rumor about a possible same-day delivery service from Google. Google will serve consumers ads from businesses on their mobile devices, in their cars, on their computers, and then once they've made a purchase Google will deliver it to them via what one can only assume is a teleporter that it has in development.
Add to this Google Fiber and you've got a perfect storm of advertising capabilities.
In all seriousness, imagine being able to advertise via a network that knows what people are viewing online, what they're viewing on their mobile devices, what they're buying in stores, where they're going, what they're watching on TV, what they've had delivered to their houses and at what times of year they're most likely to have certain items delivered there.
This data would enable advertisers to have the most incredible targeting available in the history of advertising.
Google may be taking the mobile industry very seriously, but really this is all about a more holistic strategy for the search engine. It's going to be able to control the customer experience from every single aspect imaginable.
It's an amazing world that Google is creating, and its efforts and interest in the mobile aspect of it should get all of us advertisers excited about the possibilities that will be available to us through such a vast network of capabilities. It shows us how important the mobile world has become and how much more important it's going to be to marketers’ overall strategies as time goes on. It's time to pay attention in the same way that Google is.
Marc Poirier is the co-founder and vice president of marketing at Acquisio.