• by Laurie Sullivan  @lauriesullivan, September 19, 2011

A global deal between Kenshoo, a search engine marketing platform provider, and Omnicom Media Group's digital data and analytics division Annalect Group puts the focus on co-developing mobile products and services.

Kenshoo and Annalect will support the mobile services through a variety of metrics driven by search, not just clicks and sales. Omnicom formed Annalect Group in late 2010 to build out analytics tools that gain better consumer insights. Scott Hagedorn, CEO at Annalect, stepped in from PHD Media to run the group.

Under Hagedorn's watch, the most recent concept being tested combines mobile marketing and local consumer purchases. The idea to pull in search data with social and mobile marketing will enable advertisers to track the impact of local online and offline ads by consumers.

Kenshoo has already begun to integrate check-in data into its platform. The data will appear alongside search and social to measure the impact of online marketing activity driving consumers to physical locations. The two companies have tapped APIs to track check-ins and other location-based activity. It will allow marketers to supporting both offline and online ad campaigns through mobile devices, which can drive in-store purchases.

The plan to build out a series of mobile services will highlight technologies supported by search, according to Kenshoo CMO Aaron Goldman, although he declined to disclose additional features. The Annalect team has used Kenshoo's Universal Platform for about two years to support clients such as HBO, Hewlett-Packard, Lowe's, Starbucks and State Farm.

Omnicom's Annalect Group appears to have become the first to infuse mobile data into a search marketing platform to support the growing expectation of mobile marketing. It's too early, however, to know if the partnership will return positive results.

IDC expects the number of mobile Internet users to grow 16.6% between 2010 and 2015, faster than the number of users adopting wired- or wireless-connected devices. That means within a little more than three years, more users will access the Internet wirelessly through a mobile device than from a wired Ethernet connection.

While the research firm didn't specially state the number of mobile users accessing the Internet through mobile, the total number of worldwide Internet user will grow from 2 billion in 2010 to 2.7 billion in 2015. About 40% of the world's population will have access.

Worldwide online advertising will rise from $70 billion in 2010 to $138 billion in 2015, with its share of total advertising across all media growing from 11.9% to 17.8%, according to IDC.