Google Adsense for Mobile creates an Anchor Market for Websites
by Ewan Spence
So the 800lb gorilla is getting ready to wade into the advertising opportunity. Google is currently sending out invites to people with mobile websites to participate in the beta of “Adsense for Mobile.” Much as AdSense has become something of a de-facto bullet point in VC presentations, and a huge number of bloggers get a cheque once every six months for $50; this one program, more than any other device or initiative, is going to drive a significant amount of traffic to mobile websites - simply because it is there.
Back in the 1920’s, the US Congress effectively bootstrapped the nascent civil aircraft industry through ‘anchor tenancy,’ whereby they promised to pay any airline to carry the mail, as long as they met sensible criteria. As an airline in those days, you could afford to fly few passengers on these flights as the balance would be made up by the post. Google, by using the might of the AdSense program, and the power of their search engines to direct traffic to mobile websites, will in effect be creating a similar anchor for people exploring mobile sites - now you can develop the site because you can be sure that (a) the traffic will come and (b) the traffic can be monetised.
of course, just as arguments against the monopoly position of the USPO were heard then and now, the same might be said of Google, but there can be no doubt that when this part of the program leaves beta and moves into general circulation, there is going to be a positive effect on the number of sites (both from people making mobile sites to carry advertising, and also of destination sites for the self same adverts) and of the acceptance of mobile sites.
Personaly I can’t wait, and I welcome the 800lb gorilla into our space with open arms and half an eye on my wallet.
