Google quietly launches iPhone app, new MMA-compliant image ads

By Gabrielle Kalika

July 14, 2008

In keeping with tradition, Google Mobile has quietly made public its first native application for the Apple iPhone and iPod touch, as well as its compliance with Mobile Marketing Association guidelines on mobile image ads.

The new Google Mobile application for the iPhone and iPod touch introduces a simpler search that resembles the online Google search engine. The mobile site features a single text box where consumers can browse the Web, as well as search through their mobile contacts.

As soon as letters are entered into the search box, Google begins its search and offers options that may quicken the process. Google will present such things as Web sites, typing suggestions or a link to previous searches.

Should consumers type the name of a frequently texted or called contact, Google will offer a quick call or text option.

The Google Mobile App also implemented the My Locations feature to offer nearby businesses and venues relevant to the search.

Other Google Mobile products are also readily available with this application by tapping on the "Explore more" button.

To access this application, consumers can tap the App Store icon on their iPhone or they can search for "Google Mobile" via iTunes. The application is compliant only with the latest versions of iPhone software, and only available in the U.S. app store.

The service is free. But carrier fees may apply.

The second new mobile initiative that Google debuted is Mobile Marketing Association-compliant mobile image ads.

Google in April launched mobile image ads. The ads were made to look like standard image ads for desktop Web pages, but were smaller to fit on mobile screens.

The ads run on the mobile content network. Only one image ad is displayed per page, and is relevant to the mobile content.

The ads were based on the guidelines distributed by the MMA. However, the MMA published a new version of the Mobile Advertising Guidelines that recommended different sizes for image ads, which placed Google at a disadvantage.

Google bounced back by creating six different sizes for the ads: Three sizes for each of two different aspect ratios, 6x1 and 4x1. Google has also increased its file size allowances, so advertisers have less creative restrictions.

Ads compliant with the former MMA guidelines continue to run. But no new ads will be accepted unless they are MMA-compliant.