Speaking at a Mobile Marketing & Advertising event in Las Vegas to coincide with CTIA Wireless 2010, Diana Pouliot – director of mobile advertising at Google – revealed that one-third of all Google searches via the mobile web pertain to some aspect of the searcher’s local environment.
Paul Feng, Google’s mobile-ads group product manager, echoed Pouliot’s sentiments and expounded on Google’s efforts to make the search giant’s advertising reach as local as possible.
Building on the changing ad formats foreshadowed by Google in recent months, Feng suggested further tweaking of those formats in the near future – changes that may even involve new forms of user interaction, including navigation.
According to Mr. Feng: “We think of location as a hugely important signal.”
The mobile industry seems to concur, as some analysts now project that location-based mobile spending will top $4 billion in 2015. That’s a mind-blowing increase from the relatively paltry $34 million spent just last year.
The mantra that rings true for successful real estate agents – “location, location, location” – seems poised to similarly ring true for mobile marketers in this new decade. And Google is admittedly hard at work optimizing advertising platforms for the increasing pertinence of “local-intent” in a substantial chunk of all mobile searches.
Google, however, won’t be alone in its efforts. Far from it. This week, Forbes chronicled Yahoo’s hastened foray into local advertising. According to the publication, Yahoo’s sales reps are “going after big companies with outlets that advertise in local newspapers and on regional radio stations and Web sites.”
The marketers referenced include Dunkin’ Donuts, Burger King, Pizza Hut, State Farm Insurance and Home Depot.