NEWS

2013/11/29

The challenge of mobile advertising

Accessing online services through mobile devices hasn’t stop growing over the years. “Roughly 40 percent of the traffic to YouTube occurs on mobile device” Google’s CEO Larry Page said during the Q3 Earnings presentation. Two years ago, 6% of YouTube’s traffic was happening on mobiles.


Google and its competitors have been challenged by the increase of online access through mobile devices where the advertising rates are lower than on desktops.

Google has registered a constant decline of its cost per click over the past quarters, however it managed to outpace it by increasing its volume of ad by 26% in Q3. This result hints at the success of the Adwords Enhanced Campaigns unveiled July. By requiring advertisers to build single campaigns for both mobile and desktop the company allowed more ads to be displayed on smartphones and tablets.


As a result the company’s earnings for Q3 beat all expectations.


Source: Google Investor Relations : http://investor.google.com/earnings.html


Florian

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