Google has integrated its AdMob mobile network with AdWords making its easier for advertisers to purchase mobile inventory as the search giant continues its ‘mobile first’ strategy.
The development means advertisers will be able to purchase inventory from AdMob, Google’s mobile ad network, from within the AdWords interface to manage campaigns on desktop and mobile.
Advertisers can create campaigns that target users by device-type, such as a Samsung Galaxy or a HTC One, mobile operator, or OS across AdMob’s network of 300,000 apps. Advertisers will also be able to target audiences by specific categories from within the Google Play Store , for instance ‘Games’ or ‘Social’, as well as individual apps, such as Angry Birds.
AdWords users will now be able to target mobile users as well by clicking on the “new campaign” tab within the service and then choose the “Display Network only (mobile apps)” option, see below.
The development was announced via a post on the official Google blog by Jonathan Alferness, Google’s director product management, mobile ads.
“In the next several weeks, we’ll also provide an estimate on the number of devices reached and impressions targeted given your selections,” read the piece.
In the post, Alferness also promised “full transparency about where their mobile ads run” to advertisers using the service.
This pledge refers to the potential for ad misplacement on apps within the mobile display sector (nma.co.uk 19 May 2011).
This issue was highlighted last year whenever new media age revealed that Samsung had to pull ads from appearing against potentially damaging content available via apps on the Google Android Market, now know as Google Play.
Starcom MediaVest, the media agency behind pulling the Samsung ads discussed above, has questioned how Google intends to provide such transparency.
Milton Elias, Starcom MediaVest’s head of mobile, said, “This definitely a good move and we’re all excited by it. What it means that a whole new group of people will be able to buy mobile more easy.
He went on to add: “The one concern I’d have is that whether or not campaigns will be opted in by default [as happened with the Samsung campaign mentioned above]… Things like that could happen a bit more now.”
More to follow