While the nation was fixated on the Gulf oil spill and its implications on our ecosystem and economy, the Federal Trade Commission approved Google's purchase of AdMob.
There had been some controversy that this acquisition might give Google an unfair advantage in the mobile ad space. But at a 5-0 vote, the FTC essentially said that there is so much money in mobile that this deal can't possibly lead to Google dominating the space.
While Google didn't invent the wheel when it comes to all things Internet, it would be hard to argue with most of the moves they've made during the past several years. When they see a major opportunity, they go all out to accomplish it.
In mobile, Google's reasoning is so simple that you might have missed their messaging. On their blog, Google spokesperson Susan Wojcicki wrote the following:
“As mobile phone usage increases, growth in mobile advertising is only going to accelerate."
OK, not profound, but a statement about where the money is going. Just as in The Graduate, when Mr. McGuire pulls Benjamin Braddock aside to reveal the key to his future ("Plastics"), Google is revealing the future for our generation – mobile.
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Recently, Google CEO Eric Schmidt announced the company is now shipping 65,000 Android handsets a day in an effort to keep pace (or take the lead) in the mobile space.
Google's purchase of AdMob, coupled with Apple's recent announcement about its plans for iAd sets the table for the money grab that will define mobile in the coming years. For broadcasters, the need to look beyond this fall's political windfall and see which way the winds are blowing in media is paramount.
Unlike satellite or video streaming, this is a place where radio can not only participate, it can prosper. So the next time someone asks you where it's going, you can play Mr. McGuire for a moment, and give them that one little word.
Mobile.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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