Google raises the mobile advertising bar

Recent research published on the Mobislim blog from the three mobile advertising campaigns ran there points to Google as the clear winner. Should we be surprised that this Internet giant is as strong on mobile as it is on the PC?

Well, to be honest yes! It seems all the best features of AdWords on the PC – relevancy and targetting – have transferred onto their mobile advertising offering. It is, of course, early days in the evolution of mobile advertising so we’ll wait to find out how other mobile advertising networks perform.

The Mobile advertising for newbies white paper written by Peggy Anne Salz of MSearchGroove details three compaigns: the Decktrade, Google and Mo’Jiva ad networks. While the Google Mobile AdWord campaign generated much fewer click-throughs, the traffic generated was more closely aligned around the countries selected (US and UK), resulted in more genuine mobile users and at a lower cost per click.

Most popular devices from
the Google campaign

These results were measured using Bango’s mobile analytics and AdMob’s analytics by way of comparison.

Both picked up similar trends, a certain level of PC traffic for both the Decktrade and Mo’Jiva campaigns (but isn’t this supposed to be targetted at mobile users?) and for the Mo’Jiva campaign, only 51% of the traffic came from the countries being targetted.

According to Maria Sanchez on Mobislim, “When people access the site from a mobile phone, I can really tell where they come from, through which operator, if I have seen then before and if they converted.”

See the results in full and join in the discussion on what works in mobile advertising on the Mobislim blog