What Does Facebook Home Mean For Google And Mobile Advertising?

Apr 26, 2013

Google has an undisputed stranglehold on the search engine market, which also means they are the kings of advertising. Although mobile computing has put a negligible dent in their reign, there is no doubt that they are still on top. Their ability to remain unscathed when it comes to mobile advertising is due in large part to their Android OS. But, recent innovations to the operating system have essentially made Google search a less integral part of the framework. The inclusion of Facebook “Home” certainly has some ramifications when it comes to the all-important mobile advertising dollar. But, how will it affect Google’s ability to reach people on mobile devices?

Google-Integrated Software vs. Facebook-Integrated Software

Perhaps the most notable difference between Google-integrated software and Facebook-integrated software is that the home screen will likely lose the Google Search bar. One of the reasons that Google was so successful at maintaining a large share of mobile searches is because every Android device featured a prominent Google Search bar on the home screen. With Facebook Home, however, that search bar will be replaced by Facebook’s new Graph Search. Theoretically, this will take advertising money away from Google, at least for the time being. The convenience of a search box on a device’s home screen can’t be overstated and it’s more than likely that people are going to continue using whatever search toolbar is available to them.

Regardless, Google’s dominance in the realm of both mobile searches and mobile advertising shouldn’t take too much of a hit. Few people are familiar with Facebook’s Graph Search and it’s not that difficult to open up a mobile browser and start searching the web with Google. Google’s advertising revenue on Android mobile devices probably won’t diminish as substantially as one might think. People will always be able to make money from apps.

Google Not Limited To Android

What’s more is that Google’s search prowess doesn’t have to be limited to Android devices. Other device platforms often integrate Google into their browsers making it increasingly easier to cash in on the advertising revenue. In fact, both Google and Facebook will accrue steady revenue streams via mobile searches and advertising simply because they are so widespread. Both of these entities can be referred to as device agnostic in that they don’t require a single platform to be useful. In fact, they are not even pinned down to one location within the device itself. It’s possible to find both Google and Facebook in standalone apps, mobile web browsers, and, of course, all over desktop computers.

When it comes to mobile advertising, there’s still no company more intuitive and expansive than Google. They account for the lion’s share of all mobile searches and advertising revenue. The inclusion of Facebook Home on Android devices should not have a dampening effect on Google’s superiority when it comes to mobile searching. Although about 80% of the time users spend on mobile devices is spent in apps, Google’s footprint is far too substantial for anyone to eliminate in a single stroke. In any event, the concept behind Facebook Home isn’t a direct attack on Google’s mobile search superiority, and Google (and anyone advertising with them) should probably not be concerned.

About the Author: Ray Thompson is an experienced app developer form the United States. He has helped many companies launch applications for both the Android and the iPhone marketplaces.

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