Admob Case Study

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I

Case Study: AdMob
Index
I. II. III. 1 2 List of Figures ................................................................................................................... II List of Tables ..................................................................................................................... II Abbreviations ................................................................................................................. II Introduction ........................................................................................................................ 1 General Introduction of AdMob ......................................................................................... 1 2.1 Description of main customer and service .................................................................. 2 AdMob's customer: Advertiser and app publisher ............................................... 2 Description of services ......................................................................................... 2

2.1.1 2.1.2 2.2 2.3 3 4 5

Revenue Model: Fee-for-service based on RATIO ..................................................... 3 Chances and Risks ....................................................................................................... 3

Ads and Layout .................................................................................................................. 5 Carsharing .......................................................................................................................... 6 VW and Landrover case study ........................................................................................... 7 5.1 5.2 5.3 VW AG ........................................................................................................................ 7 Landrover..................................................................................................................... 9 Interim conclusion ....................................................................................................... 9

6 7

Conclusion .......................................................................................................................... 9 References ........................................................................................................................ 11

II

I.

List of Figures

Graphic 1: Worldwide Smart Connected Device Shipments [Source: dailymail.co.uk] ........... 1 Graphic 2: AdMob Network ...................................................................................................... 2 Graphic 3: AdMobs Frontpage [www.admob.com] ................................................................... 3 Graphic 4: Smartphone Penetration by Age and Income [Source: torsionmobile.com] ............ 5 Graphic 5: Types of Advertisement on Mobile [Source: www.admob.com] ............................ 6 Graphic 6: VW Case Study [Source: AdMob] ........................................................................... 7 Graphic 7: Landrover Case Study [Source: AdMob] ................................................................. 9

II.

List of Tables

Table 1: AdMob's Ads................................................................................................................ 3

III.
CPC CPM CTR

Abbreviations
Costs per click Costs per thousand impressions Click-Through-Rates

1

1

Introduction

Within recent years advertising on mobile handhelds has become increasingly interesting to companies. So far, this trend has left car manufacturers with the question on how they could advertise in the mobile market. Landrover and VW each started a campaign to address specific target groups with the results being presented in two Case Studies offered by AdMob. This paper deals with the reasons why the mobile market is becoming more interesting, how AdMob is working and who the potential customers in that market are. Furthermore,...
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