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Google in Mobile Marketing


July 2013




Single-user License: $ 1,995 USD
Company-wide License: $ 4,995 USD
Team License (Up to 5 Users): $ 2,995 USD


Google, Google Mobile Marketing, Google New Markets, Google New Business, Google New Products, Google Competition


Google's mobile advertising business continues to fuel impressive growth for the online search engine pioneer. Google has much at stake in the worldwide shift from desktop advertising to mobile advertising. The company has taken various measures to brace for the shift. It acquired mobile-related corporate vehicles, notably Android (2005), YouTube (2006), DoubleClick (2007), AdMob (2009) and Motorola Mobility (2012), and launched mobile marketing tools like the Google Playbook (2013).

This research addresses the following:

Competitive Landscape: The current shape of the mobile advertising landscape and Google's fit within it. Google's current strategies: How has its strategy paid off and who are the biggest competitor's to Google in mobile advertising.

Advertising Products: Google's current advertising products. What's next for Google's product strategy (i.e., in-app advertising, search advertising).

Strategic Direction: Google's strategy in light of other mobile advertising powerhouses entering the landscape. How Facebook and Apple's strategies differ from Google's

Recent Happenings: Recent strategic moves Google has made to grow its market share in mobile advertising. How Facebook and Apple countered Google's strategy. Relevant recent events that have occurred affecting Google's strategy (i.e., MMA standardizations of mobile ads)

Recommendations for Marketers: What marketers need to do to optimize their spending with Google, Facebook, and others. What is the best strategy for advertising buyers in the next five years.

See Table of Contents for complete list of areas covered.


  • Competitors to Google: Any company that either already has or is contemplating a competing line-of-business, application, product, service, etc.
  • Investor Community: Investment banks, private equity, venture capital, angel fund investors, and any other entity seeking to invest in any venture that is impacted (positively or negatively) by Google
  • Small Companies and Start-up's: Any small company or start-up that has a new idea or business that could be impacted (positively or negatively) by Google
  • Others: Google continues to expand in depth and breadth of product areas and influence throughout many industries including search, media

Table of Contents

  • Executive Summary
  • Introduction
  • Impact of Mobile Devices
  • Mobile Marketing and Advertising
  • Mighty Google
  • Scope of Report
  • Google in Review
  • Overall Achievements
  • Business Record
  • Search Advertising
  • Global Search Market
  • US Search Market
  • Display Advertising
  • Google in the Mobile Market
  • What are Mobile Ads?
  • Global Mobile Market
  • Global Market Size
  • Global Market Players
  • Global Market Trends
  • Regional Analysis
  • Global Mobile Market Characteristics
  • Google in Global Mobile Market
  • Impact of Mobile on Google's Financials
  • Competition to Google in Mobile Marketing
  • Growth Prospects of Google in Mobile
  • US Mobile Space
  • US Market Perspectives
  • US mobile Ad Trends
  • China Space
  • Google Adwords, Adsense and Search Engines
  • What is Adwords?
  • Modus Operandi
  • Adsense
  • Google Panda
  • Extending Adwords to Mobile
  • Competition to Adwords
  • Yahoo! Search Marketing
  • Bing
  • Search Engines
  • Global Search Engine Leaders
  • Top US Search Engines
  • Search Engines Elsewhere
  • Other Google Mobile Tools
  • “Think Insights” Mobile Playbook
  • AdMob eCPM Floor Beta
  • Brand Impressions Tool
  • Mobile Planet
  • GoMoMeter
  • Consumer Barometer
  • Mobile Ads Showcase Apps
  • “Full Value of Mobile” Calculator
  • Android
  • Importance of Android to Google
  • Acquisition of Android Inc
  • Comparative Features of Android and iOS
  • Global Inventory of Mobile Operating Systems
  • Global Smartphone Shipments
  • Android’s Global Growth Prospects
  • US Market for Android Phones
  • Outside the US Market
  • Google Policy Issues in Mobile Shift
  • Google’s Competition
  • The Future of Search
  • Products, Services and Platforms
  • Google Now
  • Display Advertising
  • M-Commerce
  • Google Plus
  • YouTube
  • Motorola Mobility
  • Google Glass
  • Potential of Android
  • Merger of Android and Chrome
  • Conclusions and Recommendations
  • State of Play
  • Market Outlook
  • Google’s Vision of Mobile
  • Challenges to Google
  • Google’s Business Strategy
  • Recommendations

List of Exhibits

  • 1. Trends in Global Mobile Phone Subscriptions and Population
  • 2. Internet Access in the US by Computers and Mobile Devices
  • 3. Internet Access in India by Computers and Mobile Devices
  • 4. Top Concerns of Marketers
  • 5. Many Small and Medium Businesses Choose to "Wait and See" on Mobile Marketing
  • 6. Changes to Mobile Ad Budgets for 2013 (Forrester)
  • 7. Changes to Mobile Ad Budgets for 2013 (Econsultancy)
  • 8. Google's Top Bass at the NASDAQ Initial Public Offering
  • 9. Global Ad Revenue: Mobile, Social Media, Online 2012
  • 10. Google's Global Revenues 2001-2012
  • 11. Global Search Engine Market Share Q4 2012
  • 12. Mobile Ads can be Mobile Search or Mobile Display
  • 13. Trends in Global Mobile Ad Revenues
  • 14. Trends in Mobile Ad Revenues by Region
  • 15. Global Mobile Ad Spend by Format 2012
  • 16. Changes in Google's Average Cost per Click
  • 17. Forecasts of Facebook Global Mobile Ad Revenues
  • 18. Google's Mobile Ad Revenue and Share in Global Mobile Market
  • 19. Forecasts of Google's Global Mobile Ad Revenue to Total Ad Revenue
  • 20. Market Shares in US Mobile Ad Market 2012
  • 21. Market Shares in US Search Advertising 2012
  • 22. Market Shares in US Display Advertising 2012
  • 23. Trends in US Mobile Ad Revenues
  • 24. Trends in US Mobile Search and Revenues by Share of Player
  • 25. Trends in US Mobile Display Ad Revenues by Share of Player
  • 26. Trends in US Ad Revenues by Share of Ad Format
  • 27. China Search Engine Market Share in 2012
  • 28. Example of Google AdWords in a Search Enquiry
  • 29. Comparative Revenues from Google Websites and Network Websites 2001-2012
  • 30. Comparative Shares of Ad Revenue of Google Sites and Network Sites 2001-2012
  • 31. Sponsored Listings of Yahoo! Search Marketing
  • 32. Google Adwords and Competitors
  • 33. World's Top Search Engines by Share of Search Queries Nov-Dec 2012
  • 34. Market Shares of Top Global Search Engines
  • 35. US search Engine Traffic December 2012
  • 36. Google "Think Insights" Mobile Playbook
  • 37. Google's Brand Impressions Tool
  • 38. Google's Mobile Planet
  • 39. GoMoMeter
  • 40. Consumer Barometer
  • 41. Mobile Ads Showcase App
  • 42. Google's "Full Value of Mobile" Calculator
  • 43. Android is Strategic to Mountain View
  • 44. Android Apps June 2012-April 2013
  • 45. Global Market Shares of Mobile Operating Systems
  • 46. The world's Duopoly for Smartphone Operating Systems
  • 47. US Market Shares of Smartphone Sales by Operating System
  • 48. Google's Mobile Ecosystem
  • 49. Forecasts of Global and US M-Commerce Sales 2012-2015
  • 50. US Market Shares of Visits to Social Networks March 2013
  • 51. Growth of Worldwide Smartphone Sales