This story is all about Google earnings but for folks interested in political ad placement, it’s worth paying attention.
Why? Google’s struggling with mobile sales.
As a result, they are requiring advertisers to buy mobile tablet ads when/if they switch to Google’s all-inclusive “enhanced campaign” buying service. And using “enhanced campaigns” is mandatory on Monday.
What does this mean for political placement?
More expensive rates – for pay-for-click and impression based sales. And some ads you might not know you’re buying.
Why is this happening? This is the important part.
Search and keyword advertising – Google’s main ways to make money – depend on the company keeping a record of a user’s search activity. With mobile, that’s harder to do. Most search devices don’t allow for the kind of cookie targeting that Google – and a number of political ad vendors – have relied on.
And mobile is growing. Tablet sales outstrip PCs buy a large and growing margin.
We’ll have more on this in next week’s newsletter because Spot-On think that the growth of Google alternatives is a trend worth following.