Interview: Yahoo's New Mobile Head David Ko On The $100 Million Ad Buy And Other Topics
A week ago, Marco Boerries, the head of Yahoo’s Connected Life, stepped down after four years at the company. Moving up to fill his shoes is David Ko, SVP of Connected Life, marking his second promotion in the past six months. In September, Ko was named SVP of Mobile to fill another vacant position. Before that, he ran Connected Life in Asia Pacific, where he grew carrier partnerships in the region from zero to 24 in 16 months. “My goal has been to get services to users anywhere, anytime and in anyplace. I think we
Mobile marketing is just every where . All internet giants are getting in to . Seems like there is a lot of money to be made .
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I think the industry is still dreaming – and looking at the mobile advertising opportunity thru rose colored glasses. Furthermore, this would have to be the the toughest possible market to try something new and that so far, is still unproven.
But maybe I feel that because there seems to be such an emphasis on the "ad-serving" marketplace – eg adsense and admob – which frankly, I believe is just pollution. Perhaps carefully crafted and strategically designed, campaign based promotions that take advantage of market segmentation and user demographics, will make sense.
But we must remember that the mobile screen is still small and space is a VERY valuable commodity – and the user's believe they have a certain amount of ownership to that space. So where are the ads going to go? How will they fit within the UI and not cause the users to just switch off completely?
There is a mountain more thought, experimentation and analysis that needs to go into this issue before it yields the returns that everyone is getting themselves chubby over. What's worse is that there are a plethora of really bad mobile products out there, all thinking that they can make their services free and be ad-funded. Like my dad used to say.. "tell 'em their dreaming!"
$100m mobile campaigns? tell me one company that has a more than $100m ad budget IN TOTAL – and then ask them if they are ready to experiment in this economic climate.
Mobile Users are increasing exponentially and thus with the increase in the users the opportunity for Marketing on Mobile platform has increased over the years. It is still expected to grow by huge numbers in the years to come by