When Google entered the smartphone arena everyone knew they had mobile advertising on the brain, but Microsoft's motivations were a bit of a mystery. Some might have assumed that they saw Windows Phone 7 as a natural extension of the desktop experience, but according to executives within the company it is being viewed internally as a powerful "Ad-Serving" platform.
In a recent interview with Business Development Manager Kostas Mallios it was made painfully clear that Windows Phone 7 is being designed from the ground up to serve ads, while still trying to maintaining the brand experience. "What you'll see," Mallios said, "is there is actually a message on that tile, so that title is actually a dynamic tile that you're now able to push information to as an advertiser, and stay in touch with your customer." In addition, a small sliding box called "Toast" will notify users of updated information or any new ads relating to the app. It sounds like users will have the option to opt out of these types of notifications, but they didn't make it immediately clear what the default settings would be.
We doubt this will have much of an impact on the quality of the finished product, but it certainly is an interesting admission given how competitive the smartphone market is these days. We expect iAds and other Android implementations to be somewhat similar, but we just hope the ads don't start getting in the way any more so than they already do.
It's taken over six months, but Google today announced they have completed their acquisition of mobile advertiser AdMob. The deal was in doubt because of a Federal Trade Commission investigation. Just last week, the FTC finally said the deal could go through citing Apple's recently announced iAd platform. It's clear Google is looking to put AdMob to work on all mobile platforms. "We believe that mobile advertising can play a significant role in every single marketing campaign. We’re passionate about the unlimited possibilities in this space,” said Google's Susan Wojcicki.
Apple was in discussions with AdMob when Google swooped in and paid $750 million for the mobile advertising powerhouse. It originally looked like Google might end up with egg on its face as the FTC started making noises about antitrust concerns. Now all is well in the Google-verse, and you can keep enjoying those annoying ads on your phone. Do you think the FTC gave the deal enough scrutiny?