Leena Rao is currently working as a writer for TechCrunch. She recently finished graduate school of the Medill School of journalism at Northwestern University, where she studied business journalism and videography. From 2004 to 2007 she helped lead efforts for advocacy and community relationships Congressman Carloyn Maloney in New York. She graduated from Columbia University in 2003 where it was ... ? Read More
Mobile advertising is a booming business, and Google, with its $ 750 million acquisition of AdMob, clearly wants a piece of the pie. One corner of Google has been pushing late is a combination of local and mobile, whether through the site, suggestions, and soon, Google Wallet. Jason Spero, head of Google in mobile for America sat with us to give us a little more understanding of how the search giant aims to develop advertising, local and mobile.
A major factor in Google looking at when it comes to developing its own mobile product offerings and consumer behavior, said .spero. He said one of the three collaboration at the local mobile phone has the intention, and because of this, Google takes into account this behavior in their own mobile products for enterprises. "Part of this strategy enables users to build mobile property that works on your phone or tablet," explains .spero.
This strategy enabled the mobile version of Google sites, which the company just started as a way for small businesses to create a simple mobile landing page for free. Through these lightweight mobile sites users to post information and even include click-to-call. After a week of availability for small businesses was established more than 3500 mobile pages.
One interesting feature that offers mobile sites is the ability to actually sell products through a landing page with Google Checkout as a payment platform. .Spero said, reflecting the belief of Google that m-commerce is going to be critical to the phones. But it is not easy, just click buy. It also includes a comparison shopping on the phone, click-to-call functionality and online search for shops. "Ultimately, the experience that the user wants their phone fulfills all these pieces of the puzzle," he added.
Another way Google is investing in m-commerce, said Spero, though is his wallet Google initiative that will allow users to pay for items via NFC chip in the phone and NFC reader in merchant's departure.
In terms of local advertising, .spero said that Google is exploring ways to use ad formats to move clients in the physical world, or through a transaction. Click-to-call ads are the focus for Google, and .spero says that these ads work well on mobile phones because the natural way for a consumer wants to bring the phone and get additional information from the merchant or the service. The key in these ads on mobile phones is a "call to action" that might work for a retailer, florist, insurance companies and many other smaller enterprises. So far, he said that more than 500 000 clients Google launched click-to-call campaigns to mobile phone. In terms of other forms of mobile advertising .spero said that the traffic of the Internet on mobile phones is exploding, display environment growth is "."
Of course-geo targeting is also a key component of the mobile advertising and integration user location can improve orientation and perhaps CTRs. .spero said demand for geo ads from advertisers at the local, regional and national level is huge, and that's mainly competing enterprises in all these categories. Today Google you can target advertising and digital Metro area, but soon the search giant wants to be able to target the city zipcode (Google only uses local information of the visitor if the user gives permission).
It is clear from the talk Oaca that Google wants to be a one-stop shop for businesses large and small, to interact with mobile. Whether through proposals (that .spero is not considered advertising), payments, mobile ads, mobile websites, mobile analytics, and much more, Google wants to be the go-to destination. Vision, as he explains, is for Google to be able to assist these enterprises manage everything through the killer combination of local, mobile commerce and advertising.
But the quantity of products not necessarily comes hand in hand with quality, and Google will have to make sure that they offer segments not only work together but also provide value to enterprises (and consumers).
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