Can Google-DoubleClick deal help solve mobile advertising challenges?

March 12th, 2008, 12:50 pm · 1 Comment · posted by Sonya Smith

In one year, Google has officially acquired DoubleClick. Since the April 2007 bid for DoubleClick by Google, both companies have made major strides on the mobile front in what could possibly be the one-two punch mobile advertising has needed.

Nate Elliott of Jupiter Research wrote a few weeks ago about how mobile advertising is gaining momentum, but still faces the following challenges:

Difficulty finding budget for mobile advertising
Difficulty finding inventory for mobile advertising
The high cost of mobile ad inventory
Difficulty deciding on mobile advertising tactics (e.g., inexperience with the platform)
Difficulty measuring mobile advertising

But, could the Google deal with DoubleClick overcome those obstacles? Let’s look at what the two have to offer.

Google has unveiled plans for Android, an operating system for mobile phones designed to work with various cell carriers, phone manufacturers and mobile developers.

DoubleClick unveiled in September DoubleClick Mobile, a system for publishing ads on cell phones. One aim of that program is to make mobile advertising simple for all current ad staff making the “managing of mobile campaigns as simple as managing any other type of campaign.”

Now, let’s see how the “GoogleClick” deal might affect the five challenges for mobile advertising:

This deal won’t impact budgets. But if some kind of discount is offered for advertising with DoubleClick online and on mobile, advertisers might be able to buy more ad space with the same budget.
The deal will have no direct impact on inventory for mobile advertising, but the inventory could increase if Android increases the overall use of the mobile Web.
The high cost of mobile ads could be brought down, if the new GoogleClick decides to do so — or if they add a the bundled option mentioned in that first point.
If GoogleClick’s mobile advertising is as simple as the company plans, deciding on how to advertise on mobile phones could be made easier for companies.
The new GoogleClick mobile ad platform — and the combined analytics teams from both companies — could make it very easy to track the effectiveness of mobile ads.

{democracy:7}

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