Google AdMob Case Study TV Guide Digital User Manual
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About AdMob
In May 2010 Google acquired AdMob, a leading
mobile advertising network that serves billions of
mobile banner and text ads a month across a wide
range of leading mobile websites and applications.
AdMob helps advertisers connect with a relevant
audience of consumers on mobile devices and
gives publishers the ability to effectively monetize
their mobile traffic.
For more information, visit:
“If mobile can help you better engage with your
customers, then don’t wait. Get your feet wet so
when you want to go big in mobile you will be
better prepared. With ad networks, such as
AdMob, you can monetize almost instantly, so
why not do it?”
— Christy Tanner, General Manager, TV Guide
Digital
Ad networks complement our direct sales efforts
Mobile quickly became a new revenue stream for TV Guide Digital and continues
to show strong growth. The company uses AdMob’s AdWhirl solution to mediate
between ads that come from their sales teams and ads from the AdMob network to
ensure that all ad requests are filled. Tanner notes, “selling mobile ad space is still
relatively new for our ad sales teams, so it is great to have the AdMob network to
rely on when we have unsold inventory. AdMob is currently giving us the highest
eCPMs of any ad network we work with and the customer service has been great.”
3 million installations with minimal advertising spend
When the iPhone launched, the power of the platform and its reach provided TV
Guide Digital with a logical way to extend their product offering through a mobile
app. TV Guide wanted their online users to be able to access their useful
and informative products regardless of what device users have with them. In order
to build mobile into a new distribution channel to reach consumers, TV Guide Digital
leveraged their existing online properties to promote the app. This proved to be a
successful yet economical way to build a strong mobile user base and allowed the
company to focus resources on improving the existing app and building for new
mobile platforms such as Android and iPad.
Synergies with the existing online business
“We knew that mobile was an exciting new distribution channel to explore, and the
growth of our apps has far exceeded our expectations. The growth of our mobile
properties is encouraging as we explore additional opportunities to create new
products that are at the forefront of innovation in our industry,” Tanner
continues. By allowing consumers to access TV Guide's content on multiple
devices, the company creates a stronger relationship with existing online users and
has even acquired new customers through their mobile properties. In 2011, TV
Guide Digital is excited to build upon mobile as a new customer acquisition channel.
Building a sustainable mobile business
TV Guide Digital finds that, although many customers are drawn to the app to
access television listings on-the-go, it is the daily content updates that continue to
engage customers and keep them in the app. In order to retain these customers, TV
Guide needs to continually update this content, so an ad-supported business model
made sense to monetize this content. TV Guide Digital uses ad networks such as
AdMob to optimize this revenue opportunity. In looking ahead, Tanner comments,
“mobile is already a big part of our business, but the challenge is figuring out how to
support both online and mobile content. Ad networks, like AdMob, make it easy for
us to explore mobile and monetize it now, but we hope to see more parity in
monetization between online and mobile in the future.”
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