AdWords Connects With AdMob, Advertisers Enhance Mobile Reach

by Laurie Sullivan, Jun 7, 2012, 5:53 PM

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AdMob mobile advertising on Thursday became part of AdWords. The integration, similar to DoubleClick's announcement earlier this week, combines access to multiple Google platforms through one dashboard. Advertisers can now extend their campaign across the mobile network, giving brands access to more than 300,000 apps.

Two years in the making, more than 1 million AdWords advertisers can now build, launch and reach consumers on over 350 million mobile devices in the AdMob network and in some popular mobile applications.

The network of apps gives advertisers reach with 23 countries, and each generated more than 1 billion ad-requests last month -- up from 11 countries in April 2011.

From the AdWords dashboard, advertisers can choose to have their display ads appear in mobile apps and target specific devices, such as smartphones or tablets, as well as manufacturers and categories in the Google Play and Apple App Store. The AdWords campaigns on AdMob support a cost-per-click model, but will also offer a CPM later.

Advertisers can choose from categories in the Google Play Store or App Store and search for individual applications. Google soon will begin to provide an estimate on the number of devices reached and impressions targeted given advertisers' selections.

Industries that are more familiar with AdWords should feel comfortable with AdMob. Adoption in industries such as health care continues to gain acceptance, although slowly. Markets typically follow consumer adoption. In this case, roughly one-half of consumers predict that within the next three years, mobile health services will improve the convenience, cost and quality of health care, according to a global study from PwC Global Healthcare by the Economist Intelligence Unit.

Some 59% of consumers expect mobile health apps to change the way they seek information, and 48% expect it to change the way they communicate with physicians. The PwC study found that 46% of consumers want more convenient access to their doctor or healthcare provider, 43% look to reduce out-of-pocket healthcare costs, and 32% said they want to take greater control over their health and services.

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