Google reveals ability to target ads at specific devices and apps on 350m phones

7 Jun 2012

Google has integrated mobile advertising engine AdMob into its AdWords ecosystem in a move that will give it the ability to drive advertising to 350m mobile devices around the world.

In 2009, Google acquired AdMob for a whopping US$750m.

According Google product director for Mobile Ads Jonathan Alferness, from today more than 1m AdWords advertisers will be able to reach engaged consumers on more than 350m mobile devices on the AdMob network.

The moves follows the launch of a newly unified digital ad platform earlier this week.

“AdWords advertisers will now have access to mobile app inventory from directly within the AdWords interface, giving them the ability to create and manage ad campaigns that run across more than 300,000 mobile apps in the AdMob network,” Alferness explained.

“Advertisers will be able to easily build, launch, and optimise their mobile campaigns across multiple platforms, and have full transparency about where their mobile ads run. AdMob’s network of apps gives advertisers true global reach with 23 countries each generating more than 1bn ad requests last month, up from 11 countries in April 2011.”

AdWords’ new ability to target ads at apps and devices

To better facilitate the integration, Google has added a new display network only (mobile apps) campaign type for advertisers using AdWords.

The integration will also enable advertisers to target specific smartphone or tablet device models, such as the Samsung Galaxy, by targeting a particular manufacturer’s brand.

Advertisers will also be able to select categories within the Google Play Store to advertise within searches for particular apps.

Alferness added that Google will be providing estimates on the number of devices reached and impressions targeted based on selections.

Mobile advertising image via Shutterstock

John Kennedy is a journalist who served as editor of Silicon Republic for 17 years