online advertising, Google said Monday that it would begin selling ads
on Web pages that are viewed on cellphones.
The company said that its new product, AdSense for Mobile, would
establish a cellphone advertising network in which Google would match
ads with the content of mobile Web pages, much as it does online.
Other Internet giants, including Yahoo and AOLTime Warner, as well as
some start-ups, have also created advertising networks tailored for
mobile phones.
Dilip Venkatachari, product management director for AdSense, said the
ads would provide a new source of revenue for publishers and could
encourage more online sites to create mobile-focused Web sites. Like
most other Google advertising systems, ad prices will be set through
an auction and and advertisers will pay when a user clicks on its ad.
Mr. Venkatachari said Google had encouraged publishers to have no more
than two ads per mobile page, a smaller number than typically appear
on a PC's Web browser.
Google has been testing the system with a limited number of
advertisers and publishers this year. On Tuesday, it will open it to
all mobile publishers in 13 countries, including the United States,
Britain, France, China and India.
Last summer, Google began selling ads that appear next to search
results on mobile phones through a program known as AdWords. Last
week, it said that all of its online AdWords advertisers, which are
said to number in the hundreds of thousands, would be eligible to have
their ads appear next to search results on cellphones.
Google's further inroads into mobile advertising have long been
expected. But the market remains relatively small, and analysts do not
expect the new service to contribute much soon to Google's bottom
line.
Still, advertisers and publishers appear to be growing increasingly
comfortable with mobile advertising. AdMob, a start-up that runs a
mobile advertising network, showed 230 million ads in January and
expects to show about 1.5 billion this month, said Omar Hamoui, its
founder and chief executive.
"The reason that Google and others are getting in is that the market
is growing so rapidly, so people are getting very excited," Mr. Hamoui
said.
Earlier in the year, AOL acquired Third Screen Media, an AdMob
competitor, while Microsoft acquired ScreenTonic, a mobile ad company
based in Paris. On Monday, Nokia said it would buy Enpocket, a company
in Boston that displays ads on cellphones.
Microsoft said it was expanding a mobile search partnership with
Sprint first announced last November. Since then, Microsoft's search
technology allowed Sprint customers to look for ring tones and local
Web content, like restaurants and stores. Starting Tuesday, Sprint
customers will be able to use Microsoft's service to search the entire
Web on their cellphones.
In addition, customers will be able to choose to have Sprint track
their whereabouts, so that when they search for local content, they
will not have to type in their location.
Users will also have access to these services through voice-activated
technology, allowing them to speak into the device rather than
triple-tap or type in a keyword.
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