15 June 2010 12:08
Competition for mobile ad share is set to increase between Google and Apple, after the latter launches its new advertising network next month.
Some industry commentators believe that the search engine giant will want to increase its market share.
Research from Quantcast revealed this week that its Android mobile operating system (OS) commands the biggest share of web consumption.
The media measurement service found that the Google OS had taken market share from across all parts of the market.
However, Apple's iAd will allow browsers to stay within the app, even when they are engaging with advertising content.
This facility is expected to signal a breakthrough in mobile marketing, as users find that adverts can be integrated with their normal web consumption.
The computer company has already taken £42 million of ad spend for the iAd, which is close to half of the total forecast for ad spend for the last six months of 2010.
Commenting on the industry, James Atkinson, editor of industry magazine Mobile, said: "I'm sure Google want a slice of that action. There was a lot of talk that when Google launched the Nexus phone it was really just them wanting to find a way to protect their online advertising on the fourth screen.
"I'm sure [the iAd network] will intensify that [competition] and I'm sure they'll both be going for it."
Posted by Stanley Jack