Are mobile advertising doubts over?

Google may have been a useful marketing tool for businesses over the past number of years in terms of search engine optimisation but it could now also be utilised for mobile advertising.

Earlier in the week, the search engine group announced in its blog that it has acquired AdMob, a mobile advertising provider, meaning it now has the ability to advertise via its own web search and AdMob's specialities of in-app advertisements.

Google claimed that the move will offer "more interesting, engaging" ad formats and greater variety to prospective customers.

It also noted that a quarter of iPhone and Android users spend nearly 90 minutes per day using applications on their devices.

Commenting on the news, Paul Berney, director of Europe for the Mobile Marketing Association, said the deal should put any doubts people may have had about the future of mobile advertising "to rest".

"There's a huge growth in application advertising, paid for apps and in-app, in-game advertising [...] and direct marketing," he explained.

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