Now it's Google AdSense on mobile browsers

Stan Beer
Tuesday, 18 September 2007 19:48

Your IT - Mobility

Web publishers have got used to running context sensitive Google AdSense ads on their sites running on full-strength desktop browsers but now they have a chance to extend into the mobile space with a new offering for cellphone browsers from web search leader.

The new AdSense for Mobile product from Google will enable online publishers to target context sensitive text ads specifically to content tailored for mobile phone browsers.

The model, based on auctioning ad space to the highest bidder, is essentially the same as the desktop product except that for the present only the basic text ads will be on offer.

Revenue will also be obtained through click throughs. At present, many high traffic sites survive purely on Google AdSense ads, while others run a combination of Google ads and more traditional display advertising.

The mobile space is basically virgin territory as mobile browsing has only relatively recently become more mainstream with improving mobile networks made possible by technologies such as 3G.

In addition to Google, mobile carriers are attempting to capitalise on the nascent mobile advertising market. Sensis, the directories division of Australian carrier Telstra, has launched a trial of loaction based coupons from major retailers such as KFC and Pizza Hut. In the trial, users can request a coupon to be sent to their mobile phone from banner ads on a variety of websites.

By clicking on the banner advertisements, consumers are provided with information on the promotional offer and the ability to enter their mobile number to receive a coupon via SMS. For Telstra mobile customers, information on their mobile also includes a map of their local area and the location of the nearest stores plotted on the map.

According to Sensis, the annual mobile ad market in Australia alone is expected to grow to about $250 million by 2010.