Google Australia is looking for a local Sales Manager for their recently acquired AdMob division.
AdMob has been active in Australia in some form or another for the past 2 years – initially (pre Google) being serviced out of the US, then later on serviced out of Singapore.
From my experience, local agencies don’t respond that well to non local sales teams so I would imagine AdMob has probably struggled to generate the traction it would have liked. Australia is a high touch sales market, and that is difficult to achieve out of SE Asia or the US.
In the past 2 years a lot has changed with mobile. For one, iphone 3G launched. Secondly, Android has experienced a meteoric rise across numerous manufacturers.
In many ways, the mobile o/s world has really grown up.
And the advertising world is starting to as well. Apple has launched iAds in the US and the race is on between Apple and Google to take the lead on mobile.
Through AdMob, Google bought an emerging business with already impressive scale. In addition, Google tools such as search, maps and email are smart phone essentials.
With a local hire, Google would be looking to try and take a leadership role within mobile in AU. It is well positioned, it has a lot of insight through mobile use of its core tools plus the insights it would be generating through the Android o/s.
The role appears more than just selling cheap inventory across AdMob and Google ad networks.
The Sales Manager is expected to understand and be able to articulate the value of the mobile advertising marketplace to traditional mobile content developers, Android and iPhone application developers, major media companies and mobile operators.
It appears the role involves, to an extent, wooing Android developers (for distribution), media companies (for revenue and inventory) and telcos.
Mobile in AU needs leadership with gravitas and Google is in a position to deliver it.
The key challenges?
1/ Demonstrate the real appeal of mobile in an easy to understand way for marketers – move beyond big numbers and show how it can help a brand cut through to an advertiser in a meaningful way.
2/ Learn from the mistakes of the web and avoid the race to the bottom on yield
3/ Avoid chasing dollars and really educate the market around the space. Short term revenue targets can turn an important education job into a quick cash grab.
Definitely worth watch Google’s moves in this space over the next 6 months.