On the heels of Apple’s iAd last year, Google announced that they are adding rich ad serving to mobile devices courtesy of HTML5. This announcement has flown under the radar for the most part so what makes this stand out from Apple’s service? The biggest difference is that these ads can be shown on regular websites whereas iAd is limited to only be used in apps. Google has added this service to DoubleClick, a company Google acquired in 2007 for $3.1 billion, under their rich media toolset called DoubleClick Studio.
Downloading the information sheet (pdf) that Google provided alongside this announcement shows that Google predicts, by 2015, mobile devices are going to be the number one screen though which people engage with advertiser’s brands. This is no small claim considering the level of adoption the personal computer has reached, but I’m not sure if television is included in that claim seeing how they are talking about interactive advertisements.
Mobile advertising can provide a level of usefulness that other forms of advertising haven’t been able to achieve. People bring these devices with them everywhere, and that on its own is an incredibly important aspect (ex. seeing an advertisement for a restaurant while at home might bring it to your attention to go there someday, but an ad for the same restaurant while you’re looking something up on your phone might help you choose where you’re going for lunch that day).
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These devices have integrated cameras and a bunch of sensors so the level of interactivity and intuitiveness can surpass previous mediums. What has been seen on mobile devices thus far is just the tip of the iceberg, and having established distribution platforms evolve to accommodate these capabilities is a good starting point.
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