????當(dāng)然，借助Google+社交網(wǎng)絡(luò)以及擁有超過(guò)7.5億用戶的安卓操作系統(tǒng)，谷歌已經(jīng)為移動(dòng)廣告的蓬勃發(fā)展打好了基礎(chǔ)。理論上，這些產(chǎn)品將會(huì)使谷歌通過(guò)多種渠道輕而易舉地在各種各樣的設(shè)備上推行廣告，不過(guò)目前尚未得到實(shí)實(shí)在在的回報(bào)。Google+的用戶可能超過(guò)5億人，不過(guò)只有1.35億用戶會(huì)每月回來(lái)看看。（這與Facebook多達(dá)10億的用戶基礎(chǔ)比起來(lái)相去甚遠(yuǎn)。）

????其他諸如Enhanced Campaigns這樣的產(chǎn)品應(yīng)該可以讓谷歌的移動(dòng)廣告業(yè)務(wù)向前推進(jìn)。去年2月推出的Adwords關(guān)鍵詞廣告的新功能讓營(yíng)銷人員更容易地實(shí)現(xiàn)跨平臺(tái)、跨設(shè)備宣傳。Enhanced Campaigns的作用是讓營(yíng)銷人員更輕松靈活地跨平臺(tái)和跨設(shè)備營(yíng)銷，作為交換，他們也給了谷歌對(duì)廣告價(jià)格更多的控制權(quán)。費(fèi)德里克森表示，Enhanced Campaigns的確在阻止谷歌上季度每次點(diǎn)擊費(fèi)用的迅猛下跌中起到了很大作用。也就是說(shuō)，如果不是它，情況可能更糟糕。

????不過(guò)，關(guān)系到廣告業(yè)未來(lái)的加州山景城遠(yuǎn)未到悲觀失望的地步。Facebook在美國(guó)移動(dòng)設(shè)備廣告市場(chǎng)中擁有近29%的份額，占領(lǐng)了市場(chǎng)老大的地位。不過(guò)，eMarketers預(yù)計(jì)谷歌將從明年起搶過(guò)頭把交椅。簡(jiǎn)而言之，隨著顧客越來(lái)越依靠移動(dòng)設(shè)備來(lái)購(gòu)物、以及使用并創(chuàng)造內(nèi)容，谷歌將在這個(gè)不斷發(fā)展的市場(chǎng)中獲得越來(lái)越有利的地位。（財(cái)富中文網(wǎng)）

????譯者：嚴(yán)匡正

????Certainly, Google has laid the groundwork for a mobile ad boom, with its Google+ social network and popular Android OS, which has over 750 million users. In theory, these products should allow the company to easily push ads through to a wide number of devices via multiple channels, but tangible returns aren't there yet. Google+ may have over 500 million members, but just 135 million of those return to the social network each month. (A far cry from Facebook's 1 billion-strong user base.)

????More products like Enhanced Campaigns should improve Google's mobile ad push moving forward. Rolled out last February, the AdWords feature lets marketers more easily advertise across different platforms and devices. In exchange for Enhanced Campaigns' ability to more easily and dynamically market across different platforms and devices, marketers give Google more control over ad prices. Indeed, Frederickson says Enhanced Campaigns played a big role in preventing a sharper decline in cost-per-click during Google's latest quarter. In other words, it could have been worse.

????But it's far from doom and gloom for Mountain View where the future of advertising is concerned. With nearly 29% of the U.S. mobile display ad market, Facebook (FB) may have the largest share, but eMarketer expects Google to take the lead beginning next year. Simply put, as consumers rely more and more on their devices -- for purchases, as well as content consumption and creation -- Google in particular will become increasingly

????better positioned to reap the benefits from a developing market.