Google has probably already played a vital role in your festive season this year, from a good old ‘naff Christmas socks’ search, to gift comparisons using Google Shopping, then making that homemade decoration instructed by someone on YouTube.
And with eMarketer predicting that mobile search and mobile display spend will both surpass desktop in the UK next year, despite ROI lagging, Google looks set to ring in this Christmas comfortably atop of the tree in mobile ads too. With that in mind, we asked the industry: can any company other than Google win Christmas?
“With Google’s more than 30 per cent share in digital media, they remain the first port of call for any campaign,” says Ed Chater, SVP adtech at Somo. “Their monopoly in search and dominance in video with YouTube make them essential for any major brand, especially around Christmas.”
“That the majority of paid search budgets will be spent with Google goes without doubt, and the development of the Google Shopping Feed will be a big selling point for them this Christmas,” agrees Neil Bruce, UK head of mobile at Mindshare. “Last year, we saw a record increase in revenues coming from paid search activity, and we …read more
Source:: Mobile App News