Archive for April, 2011

Local Response

Wednesday, April 20th, 2011

Nihal Mehta just launched Local Response, a next generation mobile advertising platform. Nihal’s premise is that local check-ins happen in two ways: 1.) explicitly (i.e. check-ins on Foursquare) and 2.) implicitly (by analyzing natural language on Facebook, Twitter, etc.; e.g. “I’m headed to ShakeShack”). Nihal says that most of today’s platforms miss the implicit side of the business. Local Response tracks this data, and allows businesses to respond with real-time social media and mobile marketing campaigns, coupons or advertisements. Nihal is one of the leaders in the mobile advertising field, and I am certain he will crack this nut.

Read more about Local Response on TechCrunch

Google Earnings Call Transcript

Friday, April 15th, 2011

Google (GOOG) Q1 2011 Earnings Call April 14, 2011 4:30 pm ET

Mobile Quotes
Jeffrey Huber:
“A lot more of our searches are coming from mobile devices. This traffic has gone up more than 500% in the last two years. Android is obviously a big driver of this. We’re activating over 350,000 Android devices every day. Android market is taking off too, over 3 billion apps have been installed, up 50% in just the last quarter. You can now access the market online. Try it at so you can shop and browse for apps from your computer, click the purchase, and they just magically show up in your device. We also recently launched In-app Billing, which has been very enthusiastically received and which gives developers more ways to make money from their hard work.”

Susan Wojcicki
“Moving on to Mobile (Advertising), we’re seeing growth this year really taking off. AdMob, the display network that we acquired last year, has over 150 million iOS and Android devices making requests per month. That’s up 50% in the past four months, which gives you an idea of how fast Mobile Display advertising is growing.

Many of our advertisers are starting to run mobile-only campaigns as opposed to bundling it with their desktop campaigns. It enables advertisers to move to much more customized mobile experiences. They’ll have mobile landing pages and campaigns that can incorporate location. For example, how far away is the advertiser from where you are standing right now? These custom-made stations, again, get us to the perfect ad on Mobile, since users also want to have location, or they want to have phone number. We’re also seeing Click-to-Call taking off with more than half a million advertisers using these features. As a result, the mobile-only campaigns are seeing an increase of 11.5% when they run a mobile-only campaign as opposed to a bundled mobile-desktop. So these are just a few of the examples and the opportunity that we see in Mobile. “