Google's Chinese search business challenges mobile AD market

　　

Yesterday, Google global vice president, China's regional president Liu Yun, to attend Google to create time and space activities. Beijing News reporter Zhou Gang photo

Beijing News (reporter Liu Xia) in the Chinese market after years of difficult to move, the search started by Google began to campaign in China Mobile (micro-blog) advertising market. Yesterday, Google created time and space activities, Google's global vice president, Google China's president Liu Yun, for the first time disclosed the Google mobile advertising in the Chinese market development, said July 2012 China Mobile advertising requests in the world ranked top five.

　　Demand for mobile advertising is growing fast

"The demand for mobile advertising from China is growing fast," said Liu Yun, Google's China president and the world's vice-president of Google, who made little public appearances yesterday. "2009, Liu Yun began to succeed Lee Kai-fu Li (micro-blog), Google China president."

Mobile advertising refers to mobile devices (mobile phones, PSP, tablets, etc.) to access mobile applications or mobile Web pages displayed when the ads, advertising forms include: pictures, text, spots ads. Liu Yun's data show that in July 2012, the number of mobile ad requests in the world ranked top five. In the past year, the number of mobile ad requests in the country has increased by 120%. Liu Yun said that many screens, such as PC terminals, tablet computers and smartphones, had changed the Internet, and Google would also launch a mobile advertising strategy on multiple screens. That is, in the future, the application of advertising, mobile web ads, mobile search ads and mobile video ads a total of four advertising solutions.

With the development of mobile Internet, users have begun to tilt toward the mobile terminal gradually. Currently, smartphone users in China have 1 hours of airtime per day, according to the market consultancy, and mobile end users have a monthly flow of around 1G per month (including WiFi).

　　AdMob 4 billion daily ad requests

Two years ago, Google spent $750 million on the world's largest mobile ad platform, AdMob. The data released yesterday showed that the number of admob on the daily demand has reached 4 billion.

In addition, this week, Google launched a new project in the UK to provide corporate users with loans to help SMEs buy the company's search ads. It is reported that Google will first launch the service in the United Kingdom, and then fully launched in the U.S. market. Liu Yun said yesterday that the new project was still being piloted and that there were no plans at Headquarters to implement it in China.

Industry insiders believe that Google's move to help the past year has been affected by the economic downturn of small and medium-sized enterprises, thereby boosting the company's own advertising business.

　　Background

The search business meets the challenge again

Google's search business has recently faced another challenge after announcing its exit from the Chinese market in early 2010. This August, 360 launched 360 comprehensive search, integrated Baidu, Google and other search engine content. Analysts believe that Google will be the first to be hit. Previously, 360 with Google for many years, has been the Google search set to 360 Web site navigation default search engine, and to import a lot of traffic.

Similarly, after exiting the Chinese market, the search business, including the decline in music search traffic, began to show. In September 2012, Google released information that decided to close its Music search service in China, and said that "the impact of this product is not as high as we expected." ”

According to Analysys International data, by revenue, Baidu in the second quarter of this year in China's search market share reached 78.6%,google 15.7%. (Liu Xia)