Google bets HUGE on advertising everywhere

These past few weeks, I’ve repeatedly remarked that social media marketing — while a glorious and wonderful phenomenon in its own right — is unlikely to be the death of online advertising.

This has not been a popular position. In fact, I was feeling a little lonely out on that limb.

But today, I had some company join me. And not just any company. Google, the great masters of the Internet universe, happily crawled out on this limb with me — with $750 million to purchase AdMob, the leading mobile display advertising company. (The branch is sagging under the weight of all that cash. Either that, or I need to cut back on the cheese dip.)

This is Google’s resounding vote that, while app stores are nice for occasional $0.99 revenues here and there, the real business of the online world — extending into the now fully blossoming (finally!) mobile market — is advertising.

Assuming that this deal closes (more on that in a moment), this will mean that Google will be even more of an advertising juggernaut than ever before:

  • AdWords for PPC sponsored ads on the most popular search engine;
  • AdSense for ad placements in the longest Long Tail content network;
  • YouTube for video ads in the largest online video community in the world;
  • DoubleClick for managing advertisements at enterprise-class scale;
  • Google TV Ads for bringing AdWords sensibility to television ads;
  • and now AdMob for mobile advertising with web display ads and app display ads;

When you line it up end-to-end, that’s a tremendous paid media portfolio.

I’d say the phrase “Internet dominating paid media portfolio,” but that’s probably not what Google wants to hear — as there’s already talk about Google-AdMob antitrust issues.

It will be interesting to see how that debate evolves.

However, their intentions to make this acquisition still count as a vote for a long and prosperous future for online advertising.

It’s ironic. Google has a reputation of being a very engineering-driven company, not a particularly strong marketing culture. Yet in the battle for the future of advertising, they’ve become the staunchest advocate of its survival and rebirth.

Get Our Articles Directly in Your Inbox!

Subscribe to my newsletter to learn how to incorporate better marketing techniques in your business.

Subscribe

This field is for validation purposes and should be left unchanged.

Leave a Comment

Your email address will not be published. Required fields are marked *