OK, so this is big news, and counter to the way the wind seemed to be blowing. And, yes, it creates a powerhouse that is difficult to fight in the marketplace.
But, hey, with every door that closes, another one opens, or something. Firstly I'm particularly happy for Mr. Buckley, since as we said to one another a few months ago, it's about time one of us had a decent exit... Secondly, I don't really fear Google-AdMob. In a nascent market, people will choose a supplier for all sorts of reasons. Being big is one of those. Being nimble is another. And I say this as a direct competitor.
This isn't monopolistic. It's an opportunity. I'm meeting with Russell next week, actually. Obviously he needs to buy the drinks :)
As reported here.
It's an interesting pattern, and one that most of us saw coming... Predominantly SMS-based 'mobile marketing' firms are being pulled into the vortex of 'mobile advertising'. This makes perfect sense, as these companies know mobile, and its unique attributes, and have been working on clients and agencies for years (often having not quite closed the sales cycle yet!)
It's an extra string to their bow, and one that mobile advertising providers will appreciate - tapping into that rich seam of talent, experience and a client base (albeit one that perhaps does not provide annuity revenues).
So is this the beginning of a new spate of acquisitions? I think it might be. Just as above-the-line agencies once took over star performing DM agencies, I suspect mobile advertising players will start scooping up mobile marketing firms. It's certainly a feature of a smart strategy for entering a market, as Adenyo are.
