Optical/IP Networks

AdMob: Mobile Internet Growing

A new report from mobile ad serving specialist AdMob Inc. gives some indications of the size of the mobile Internet business and which handsets are being used for wirelessly accessing the Web.

AdMob serves banner and text ads for more than 3,000 mobile Websites. The San Mateo, Calif., company says its network impressions grew 17.5 percent between November and December of 2007, from 1.72 billion hits to 2.02 billion.

The firm's top market is the United States, followed by India, South Africa, and the U.K. AdMob's vice president of marketing, Jason Spero, notes that Indonesia is now AdMob's fifth largest market and that the company is planning to launch dedicated French, German, and Spanish sites in the first half of 2008.

The top device that AdMob serves in the U.S. is the Motorola Inc. (NYSE: MOT) KRZR. The Apple Inc. (Nasdaq: AAPL) iPhone is one of the fastest growing devices on the AdMob network, however, the company says.

Spero notes that the iconic device saw a spike in impressions around Dec. 25, reaching nearly 60,000 hits. "We saw big growth across the board in December, but only the iPhone saw a jump on Christmas day, indicating that it was gifted far more than other devices," notes Spero.

Taken in tandem with quarterly reports from major U.S. carriers indicating that AT&T Inc. (NYSE: T) and Verizon Wireless collected billions in wireless data revenues in 2007, the figures reiterate that the wireless Web has finally arrived -- after a false start with WAP earlier this decade.

The figures only cover the AdMob network, however, and so cannot provide a full picture of the state of the wireless Web. "We don't yet know how big this market is, or can be," Spero tells Unstrung.

— Dan Jones, Site Editor, Unstrung

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