Written by Fernando Maciá
Spaniards are increasingly using mobile devices to connect to the Internet and according to a Nielsen study, more than 4 million Internet users access the Internet from their cell phones, making it the third most used device for Internet connection. The most consulted information has to do with news content, maps and location of places, with Google being the most used search engine.
For this reason Google is orienting the AdWords service with new targets specially designed for mobile. Mobile ads are shorter, text-based AdWords ads that appear when users search on Google from a mobile device. These ads can direct users to a mobile web page and in the case of users with smartphones can click on an ad to phone a business directly.
Mobile ads may be displayed on a browser-specific basis and may be specifically targeted to a particular device or carrier. At the moment you can choose to have the ads displayed only on Android, iPhone and Palm webOS devices.
Taking into account that the cell phone is a device that is turned on more than any other mass media and is undoubtedly the most personal, it becomes the ideal medium to reach a perfectly segmented audience in the right time and space. This is how cell phones become an excellent platform to develop a new advertising strategy.
