Aside from the obvious (AdMob has quickly come to dominate the mobile ad space, and they're going to make a lot of money over the next few years), here are some deeper insights from around the web on why Google bought AdMob…
- Data, data, data: "If Google is taking on Apple for mobile OS market share, it just scored a huge competitive advantage," wrote Deep Focus CEO Ian Schafer at Ad Age. "Google will know more details than ever about how people are using iPhone apps." It's kind of hard to tell, but if you pay close attention to a recent post, I think John Battelle agrees.
- People: "Acquiring the team at AdMob, which employs about 140 people, was as important as the technology in accelerating Google's mobile display ad efforts." (Businessweek)
- Search+Display is good for mobile, too: We know search and display make a powerful combo online, but "the twin bill of search and display will be the big driver of ad spending on mobile as well," says eMarketer's Noah Elkin.
- Growth: The search business is "maturing", says Silicon Alley Insider, mobile is hot. How hot? eMarketer predicts 5X growth for mobile ad spending between 2009 and 2013.
- Google was falling behind on mobile: Analyst Greg Sterling called Google's AdSense for Mobile "fairly undeveloped" compared to hotshot mobile ad platforms like AdMob's.
- "Blue Chip Cutomers": AdMob serves top advertisers like P&G, Ford and Coke, reports Businessweek. With AdMob on the menu, Google stands to deepen their relationship with these heavyweights.
