Marketing Pilgrim

If you’re into smartphones or mobile advertising, you’ve probably heard of AdMob, a popular mobile display advertising company. And apparently Google’s heard of them, too—Google announced today that they have acquired AdMob for $750M in stock.

Google reports some mobile ad stats:

• iPhone and Android users browse the Internet more often than anyone else [Morgan Stanley], contributing to Google’s 5x mobile search growth over the past two years
• And a quarter of these same iPhone and Android users spend nearly 90 minutes per day using applications on their devices [AdMob]

As noted in the stats, Google is doing well in mobile search (though there’s still plenty of competition). But, Google says, they’re not the only ones who’ll benefit from this acquisition. Publishers will get better products, tools and monetization. Advertisers will get greater reach and “better, more relevant ads” for users engaged with mobile content. Users will get more mobile content and more useful mobile ads.

I’m not sure I buy all that—the deal might make it easier to target ads, for example, but it’s not automatically going to make advertisers’ ads better.

What do you think? Who’s really going to benefit most from this deal?

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