Google looks to be finally pulling their mobile advertising strategy together. The company recently announced that it has completed its first integrated campaign between AdMob and its DoubleClick ad server.
What this means is that advertisers will be able to better combine their desktop and mobile ad campaigns. Google believes that this will give better metrics to mobile campaigns and make them more efficient.
“It’s really a stepping stone to that place where you can say, ‘I want to reach this set of users, and I don’t want to have to think about whether they’re on a mobile phone,'” said Google product manager Clay Bavor, who added that Google sees this “seamless cross-platform [approach as] the future.”
The pilot campaign featured AdMob running rich media ads for Intel for a 1 million impressions in June. Google reports that 19.5 percent of users who saw the ad engaged with it and it was displayed for an average of more than 15 seconds.
Director of digital analytics at Intel’s agency Amit Prakash said that making DoubleClick into a source for both PC and mobile is attractive and that it’s appealing that they have such global reach. “With our global role, it makes sense to work with them a lot,” said Prakash. “They were able to start a campaign in seven countries at once, which is pretty impressive.”
Source: AdWeek
