Google and Zenith launch global mobile drive
Google has announced a global partnership with Publicis Group’s ZenithOptimedia aimed at encouraging brands to increase their media spend on mobile as consumer usage of wireless devices becomes mainstream.
The scheme, called Horizon, will see Google offer ZenithOptimedia’s clients – which include BA, Natwest and O2 – consultancy-type services on how to plan, execute and evaluate campaigns targeted at those consuming media on mobile devices.
This includes offering marketers insights into consumer usage of mobile devices, training on mobile campaign measurement and available m-commerce technologies.
Carlo D’Asaro Biondo, a Google VP of sales and operations, says: “Our move into enhanced campaigns supports this ‘mobile first’ approach by making it easier for advertisers to reach consumers, whether they are on their mobile phone, tablet or desktop.
Studies by eMarketer suggest mobile’s accounts for 11.7 per cent of all media consumption although ad spend on the medium severely lags this usage with ZenithOptimedia figures showing that just 2.5 per cent on media spend is invested in mobile.
Earlier this year Google overhauled its AdWords platform meaning advertisers can now adjust their bids for ad impressions on smartphones based on location and on time of day from a single interface.
This move was aimed at increasing the value of mobile advertising inventory which has historically trailed desktop ads.
The update, called Enhanced Campaigns, also included a cross-device visibility tool which could let advertisers see how users begin searching on one device but complete a purchase on another.
