Google is Making Mobile Advertising a Pain in the 'Glass'
For Internet search giant and Android creator Google, mobile advertising remains a cornerstone of its digital empire. On Friday, Google reported stronger-than-anticipated Q1 2013 earnings made possible in no small part by increased spending among advertisers on mobile.
Google’s Android not only controls more than half of U.S. smartphone sales today, Android phones reached an unprecedented milestone during the fourth quarter of 2012. Android devices drove more mobile advertising impressions than iPhones during a quarter for the first time ever.
With Android making consistent gains in mobile advertising against Apple's iOS today, Google inspired no shortage of dropped-jaws recently when the company dictated plans to keep mobile advertising off of the eagerly anticipated Google Glass.
A wearable technology designed for the human face, Google Glass is expected to deliver an unparalleled augmented reality experience upon its 2014 market introduction. Greg Stuart, CEO of the Mobile Marketing Association, sees enormous advertising and marketing potential, suggesting that Google Glass could impact marketing in numerous ways.
But as Google prepares to hand over thousands of Google Glass units to the developer community for testing and experimentation this summer, the company which still relies on ads for more than 9 out of every 10 dollars it generates doesn't want mobile advertising to come anywhere near Google Glass.
Project Glass lead Babak Parviz revealed during an interview in the January issue of IEEE Spectrum that, “at the moment, there are no plans for advertising on this device.”
Unless Google changes its tune, it means that developers won't have a slam-dunk way of monetizing their Google Glass apps. And that isn't sitting well with plenty of developers - developers still miffed at several recent and controversial decisions by Google perceived to be unbeneficial to developers.
In early 2013, Google's revamped payout schedule for Android app developers moved developer paydays from two days after the month ends to fifteen days after the month ends. Already frustrated by AdMob's widely perceived innovation stagnancy, developers were outraged at being forced to wait two additional weeks to collect their pay. At a time when industry leading ad networks like Airpush have begun paying developers weekly, Google's decision was seen as a step in the wrong direction and an expansion of the mobile ad giant's emotional detachment from developers.
"We know a lot of you are eager to learn more about it [Google Glass], and I have some great news," Google developer programs engineer Jenny Murphy posted in a message to developers on Google+ in mid-April. "Today we're releasing the API documentation and a bunch of example code, so even though the API is in a limited developer preview, you can start dreaming with us."Continued on the next page