Google Invest in Mobile Advertising with Purchase of AdMob

Much of the Internet’s recent growth can be attributed to the miniaturisation and portability of devices with online capabilities. Users no longer need to be sat at a computer in their office or home to access their favourite sites, email and social media; now it can all be done on the once humble mobile phone.

With connection speeds increasing, tariff prices falling, accessibility on the rise and screen quality developing, the mobile Internet is very much a part of the way we communicate. Whilst the technology is already huge, yesterday’s purchase of leading mobile display advertising firm AdMob by Google [see: Investing in a mobile future with AdMob – from the Offical Google Blog]  provides further evidence that Internet giants are taking this format seriously.

When Google buy a new company or release a new piece of software, it’s almost like the industry’s equivalent of Warren Buffett giving a nod to an up and coming stock – people listen. Whilst the mobile Internet industry is already as lucrative as it is popular, it is still very much an emerging market. Dedicated mobile businesses are still relatively few and far between, many websites still give little or no consideration to mobile only users. But the Google AdMob purchase might just open a few more eyes.

If Google immerse themselves in dedicated mobile technology, finding ways for people to monetise their 3G driven businesses, it could certainly pave the way to a more expansive and personalised portable online experience. So it might just be one small step at the moment, but clearly Google are very much investing in the future of a more mobile Internet, whilst increasing their online advertising domination.

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