the new advertising opportunities is mobile advertising. Mobile
advertising is seeing massive growth right now. The caveat is that
the user base for mobile advertising was so small to start with, that
the exponential growth still means that mobile advertising is in its
infancy. Many of the largest search providers are looking to mobile
advertising as a huge profit center for the future.
dominates the online advertising market and the company is looking to
continue that domination as the market for mobile advertising
matures. Recently Google purchased
mobile advertising tech firm AdMob for $750 million adding
another feather to its mobile advertising cap.
alone in looking covetously at the mobile advertising market; Yahoo
is also licking its lips for a piece of the pie. Yahoo executive VP
for North America Hilary Schneider said at the Reuters Global
Media Summit in New York that Yahoo is looking to boost
the number of mobile users as a way to attract more advertisers
to its mobile advertising service. She said, "We're focused on
it as a priority every day."
Schneider continued saying,
"If you just look at the growth rates on mobile, they're
incredible, they're extraordinary, but you have to just remember that
they're starting with a small base. I really do believe that over the
next five years you'll start to see material dollars begin to
One of the big factors that has to be overcome
for mobile marketing it’s the wide variety of devices and differing
mobile networks. Ads that will work well for one type of mobile phone
may not work well for others. Schneider also said that she believes
the bottom of the ad market has been reached in America.
continued saying, "While we can't predict exactly the rate at
which the economy will move forward, we do feel like the significant
headwinds are behind us. We do feel confident that we have seen the
bottom and that's behind us."
deal between Yahoo and Microsoft reportedly has some stipulations
on traffic from Yahoo. Yahoo will get paid for searches based on
traffic and according to ComScore Yahoo is currently losing
marketshare to Microsoft's Bing search engine. Less traffic could
mean that Yahoo gets less money from its search deal with Microsoft.
Schneider says that Yahoo is focused on keeping the volume of search
queries it processes up.