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Race for Mobile Ad
Dominance
With the recent news
surrounding Apple's 2010 Worldwide Developers Conference (WWDC), digital
experts around the globe are buzzing about the progression of mobile
advertising opportunities. In
fact, many companies are reallocating advertising dollars towards this
growing segment. Advertising and
Marketing departments are working
to capture on-the-go Facebook and Twitter feeds users, mobile
search opportunities to maintain visibility, and tap banners which
support a variety of
applications on BlackBerry's, iPhone's and Android-based phones. It is the application business that
most interests both Apple and Google as their marketplaces continue to
grow at a rapid rate.
Source: eMarketer
The new iPhone 4 and iOS 4, as anticipated, were the
focus of Steve Jobs' 2010 keynote speech. New functionality
including multi-tasking, folders, and video calling were demonstrated
for the crowd. An additional item, pertaining more to the
developer community, was the announcement of iAds. Since the acquisition of
Quattro Wireless in January, a dominant mobile ad network, it's been
clear that Apple looked to gain more from the largest application
market available. Apple positions the ad platform as: "iAd gives brands
what they've been waiting for: Access to the global audience of iPhone
and iPod touch users. Enhanced Targeting. Premium creative. Robust
measurement." Using the iPhone SDK and iAd JS
development programs, developers can now integrate iAd rich media into
their downloadable applications seamlessly. In addition, 60% of
revenues are then provided to the developer. Jobs exclaimed that
this was done "to
help our developers earn money so they continue to create free and
low-cost apps."
On March 27th, 2010 it was announced that Google's acquisition of AdMob became
official, having passed the review of the Federal Trade
Commission. The two companies own a vast portion of the mobile
space and developed technologies to monetize areas of interest.
The Official Google Blog shared about AdMob,
"...AdMob has been a real pioneer and has innovated
at a tremendous pace, building a successful business and working with
thousands of advertisers, publishers and developers. AdMob was one of
the first companies to serve ads inside mobile applications on the
Android and iPhone platforms. They've developed a host of engaging and
creative ad units for Android and iPhone apps-for example, interactive
video ad units and expandable rich media ads."
The ability to combine core competencies and remain
cutting edge will surely determine who controls future market share.
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