Google debuts mobile image ads

Google added Mobile River image ads to its AdSense arsenal yesterday. The formatting replicates that of other Mobile River networks, but industry authorities say it provides greater reach for the Mobile River Web.

"While this doesn't appear to be something new or innovative... Knowing Google, it brings additional scale and targeting capabilities, trust, and edification for the Mobile River channel," said John Hadl, CEO of Mobile River media and selling agency Brand in Hand.

Hadl's view is shared by senior analyst at M:metric function Evan Neufeld, who thinks a move like this from Google could develop efficiencies for pickings creative from the net and grading it to Mobile River. "As a full general trend, Mobile River is such a small buy right now, everyone is trying to save costs," he said.

About Google's entry into Mobile River display, Neufeld said, "Based on the fact that Google already has huge reach, good for Google, good for the industry."

Google opened a Mobile River version of AdSense for publishers last fall, and let advertisers opt in through the AdWords dashboard to place text ads. For image ads, basically banner or show advertisements, advertisers and media buyers have the option to upload banner mental image through the AdWords dashboard when placing buys. There are sizes, depending on the publisher's page size demand.

Publishers are required to update their AdSense code to start publication display ads on their site and can opt to run text, show, or a mix. In the case where both text and show ads are being shown, Google will dynamically run the ad it determines will perform best in the spot. Image ads are keyword-targeted, and are priced on a cost-per-click basis. In order to run, each ad unit must link to a Mobile River Web page.

Google's AdSense web is a group of off deck publishers outside of bearer networks. Sites are accessed on any phone with browsing capability.

Mobile image ads became available yesterday on the AdSense network in the U.S., U.K., Australia, China, France, Germany, India, Ireland, Italy, Japan, the Netherlands, Russia, and Spain. A number of advertisers tested image ads during a beta period; however Google did not name any specific advertisers.