Tag Archives: mobile advertisement

Why Google gives Android for free?

You will find more statistics at Statista

The chart already answers why Google gives Android for free.

Google is set to dominate advertisement, in any digital form.

  • Google dominates online, which it is about to surpass print media as an industry.
  • With Android, Google is set to dominate mobile ads, whatever form it may take, beyond search and display. As eyeballs go to mobile, Google will have an advantage position by controlling the OS.
  • And TV is the next one to disrupt. Youtube might be turning to be profitable by now. The experiments in online video ads are beginning to pay off, as it shows the amount of content agreements Youtube is getting into.

Googe wants to control the underlying technology platform, so that whatever evolution digital ads go, they are at the leading edge. Chrome and Android are the most obvious cases. On2, Widevine acquisitions followed the same rationale.

Google strategy to kill competitors is also getting more and more obvious: Give for free the core value of your competitor.

  • Google Apps against Microsoft Office
  • Chrome and Chrome OS, to make the OS irrelevant, as all apps run in the browser.
  • Android against Apple iOS

Digital advertisement, powered by Google, is one of the biggest enablers of the Digital Renaissance. Google enables both publishers and advertisers of any size to benefit from online advertisement. They are one of the biggest ‘patrons of the arts’ for the long tail.

Highlight data points in the chart:
Mobile ads market in US is $4 bn in 2012. Facebook managed to get $339m, even if they just started mobile ads this year.

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Cool Mobile Ads with Augmented Reality

There is a lot of buzz about mobile advertisement, but the truth is that the current Mobile Marketing campaigns based on SMS are closer to spam than to a valuable service for the customer.

Here is a new technology that makes mobile ads a richer experience: Augmented Reality for Mobile

From ink to digital, Augmented Reality links the ads in papers and magazines with a multimedia experience. No software client is required. Any UMTS handset can be used. Advertisers simply run a printed media ad campaign embedding an Augmented Reality logo and a short number to dial-in (e.g. 0800). The user that reads the ad and sees the logo, dials the short code and makes a video call. As the phone camera records the printed ad, the user sees in his mobile screen an interactive video related to the ad (be it a 3D representation of a car or a music video as in the demo clip). The video is interactive, 3D images rotate as the handset moves,  and a menu provide options to choose such as buying the item, seeing more items or redirect to a video call with an agent.

If Video Ad Insertion is better tolerated by users than spam SMS, Augmented Reality offers non intrusive advertisement. This is permission marketing. The user decides his response to the printed ad and dials-in if he wants to know more or simply for curiosity. The user decides.


Mobile advertisement or mobile spam?

Advertisement can be an important source of revenue to Mobile telcos. And 2008 can be the year where it takes off at last. Still some of the mobile ads practices risk to be perceived as spam, specially SMS ads, where the telco should protect users with spamming filters.

While Mobile TV video ads insertion will seem justified by the user as a way to “pay” for content – following the free-to-air TV model -, I do not know anyone happy about the annoying SMS with a promotion to have a 10% discount on the purchase of a washing machine.

Starhub, one of the three mobile operators in Singapore, just launched a location-based ads service. Will location-based promotions be more successful than general promotion SMS spams by some merchants? Does the location info adds enough value to make the SMS welcome by the user? I have my doubts, but we will closely monitor the uptake of this service.

On the Mobile web advertisement, success is not yet there. While CPM, CPC and CPA show a higher value in mobile environment than in Web, the arrival of the iPhone and its Safari browser able to render regular websites, makes me wonder if mobile web ads will be any different from the web ads today. It is true that mobile operators theoretically have a lot of knowledge about their customers that could potentially make the ads more relevant, but I do not think that the current agreements of Yahoo and Google with mobile telcos are involving any customer info being offered by the operator.

GigaOM also wonders Are Personalize Mobile Ads Evil? Isn’t the screen too small to put ads?