Google's mobile image ads come at an opportune time in the development of the mobile search market.
Anyone wanting evidence that the mobile search market is heating up need
look no further than Google's recent mobile brand-image search ads and
integration with DoubleClick.
These ads, unveiled April 23
, are tailor-made for the
smaller screens of mobile devices, such as BlackBerrys, iPhones and Treos.
Google has been offering mobile search text ads for a while with its AdSense
for Mobile program, but these new ads are different.
They are essentially mobile display ads, using images to sell the products
or services, which-as with TV compared with print-is more effective at
capturing viewers' attention.
Google is providing these ads in Australia,
the United Kingdom
and the United States,
as part of an effort to standardize an industry fragmented by country-specific
Then, on April 30, Google announced that AdSense for Mobile content
publishers who have configured their sites
to display mobile image ads can
now have ads served to their sites from DoubleClick Mobile.
This means more advertisers for AdSense for Mobile
content publishers, more inventory for DoubleClick Mobile advertisers and,
ideally, more relevant ads for mobile Web browsers.
"Combine a more effective advertising format with a more effective ad
platform, and voila!-a golden opportunity to capitalize with advertisers
looking for improved click-through rates," IDC
analyst Caroline Dangson wrote in an April 30 note.