Feeds

Google target slips ads into iPhone apps

AdMob indeed

Boost IT visibility and business value

AdMob - the self-described "world's largest mobile advertising marketplace" that was recently snapped up by Google for tidy $750m - is introducing a new in-app advert and product-purchasing system for the iPhone.

Reports scurried across the web yesterday about Apple being in talks with AdMob about a possible acquisition before Google grabbed it. Today, it appears that those talks may have focused on the AdMob's new Interactive Video Ad Unit for iPhone - which we'll call the IVAUiP, just for convenience's sake.

At its heart, the IVAUiP is merely a way for iPhone-app vendors to add in-video adverts, as Admob's product VP Ali Diab explained in a posting on his company blog, to "drive downloads of branded content."

Meaning, of course, to sell stuff.

The, um, genius of the IVAUiP is that it functions inside video content and thus enables that download driving to happen without a user needing to close down an enthralling video moment and launch a separate purchase-focused app. Which sounds as if Apple is granting AdMob an exemption from its one-app-at-a-time rule.

But the IVAUiP isn't really an app, as such. It's instead an app overlay that connects to AdMob's "globally distributed servers" to access and play those in-app pitches. Those servers then match the bitrate of the streamed video to the iPhone's connection quality, whether it be EDGE, 3G, or Wi-Fi.

The pitches can be either self-running or cued by the user. In their self-running mode, they're targeted at what Diab warmly refers to as a "captive, engaged audience." In click-to-play mode, the IVAUiP will deliver an "interactive video experience" touting the vendor's products and offering links to Amazon, the iTunes Store, or another wish-fulfilling sales site.

In either mode, advertisers can add - what else? - social-networking capabilities so that those captive advert-watchers can share video content and engage in any other "social media element," as Diab puts it, that advertisers might want to employ.

What Diab accurately describes as "the highly measureable mobile environment" is rapidly becoming a target-rich environment for vendors and device makers as they endeavor to squeeze every possible dollar out of consumers' pockets. Being "highly measureable," the mobiile market knows who you are, where you are, and in the case of compass-equipped devices such as the iPhone 3GS, potentially even which direction you're looking.

Add that "measurability" to the ability to disable your iPhone - or other device - while delivering ads (as a recent Apple patent allows), and you may soon be carrying a highly personalized and increasingly insistent temptation machine in your pocket.

And you thought it was supposed to be a phone. ®

Secure remote control for conventional and virtual desktops

More from The Register

next story
Déjà vu: Virgin Media jacks up broadband prices
Screw copper phone lines, we're UNIQUE, bleats telco
UK fuzz want PINCODES on ALL mobile phones
Met Police calls for mandatory passwords on all new mobes
Netflix swallows yet another bitter pill, inks peering deal with TWC
Net neutrality crusader once again pays up for priority access
Fifteen zero days found in hacker router comp romp
Four routers rooted in SOHOpelessly Broken challenge
New Sprint CEO says he will lower axe on staff – but prices come first
'Very disruptive' new rates to be revealed next week
US TV stations bowl sueball directly at FCC's spectrum mega-sale
Broadcasters upset about coverage and cost as they shift up and down the dials
UK mobile coverage is BETTER than EVER, networks tell Ofcom
Regulator swallows this line and parrots it back out at us. What are they playing at?
What's the nature of your emergency, Vodafone?
Oh, you've dialled the wrong number for ad fibs, rules ASA
EE network whacked by 'PDP authentication failure' blunder
Carrier is 'aware' of cockup, working on a fix NOW
ROAD TRIP! An FCC road trip – Leahy demands net neutrality debate across US
You crashed watchdog's site, now time to crash its ears
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Top 10 endpoint backup mistakes
Avoid the ten endpoint backup mistakes to ensure that your critical corporate data is protected and end user productivity is improved.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
Rethinking backup and recovery in the modern data center
Combining intelligence, operational analytics, and automation to enable efficient, data-driven IT organizations using the HP ABR approach.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.