With Google’s recent purchase of admob and Apple’s purchase of Quattro (both successful mobile ad servers), it is obvious that more and more major players are investing in proven ad delivery. What has yet to be determined is the differentiation between mobile and web campaigns for small businesses. Google has recently started actively pursuing the small business market with such lures as $100 vouchers to trying adwords out. This has been effective in getting small propreitors who were previously either intimidated or wary of the cost of trying Google’s SEM.
It’s pretty much a no-brainer from Google’s perspective and has proven wildly successful in getting small business owners to try it out. However, there currently is no way for a small business to differentiate a budget. For example, if a pizza parlor wanted to have split their $1,000 budget run between adwords and admob (or mobile adwords), they cannot. This is something that is coming shortly, and will be very telling as where and how google is getting businesses in front of those searching. Once small businesses are able to easily differentiate budgets, their seems to be limitless potential with this.
How Quattro will help Apple is a little less concrete because there is no web piece for a small business to use as well. They do have the cache associated with Apple though. Interesting to see what pans out and how small local businesses take to direct advertising campaigns on mobile networks.