Supplement | HBS Case Collection | July 2010

AdMob (B)

by Mikolaj Jan Piskorski and David Chen

Abstract

CEO is deciding between international expansion and increasing the number of publishers to strengthen the company's advantage in the mobile advertising industry. AdMob displayed advertising on global devices, and powered 6,000 websites and 1,000 applications, and served over 6 billion advertising impressions a month to 25 million unique visitors. AdMob's success attracted numerous competitors, such as Millennial Media and Quattro Wireless, both of which were expanding quickly and had raised considerable capital. The company now needs to allocate its limited resources wisely to position it for long-term success.

Keywords: Advertising; Capital; Global Strategy; Resource Allocation; Product Positioning; Competitive Strategy; Expansion; Mobile Technology; Advertising Industry; Telecommunications Industry;

Citation:

Piskorski, Mikolaj Jan, and David Chen. "AdMob (B)." Harvard Business School Supplement 711-407, July 2010.