(2) More advertising money this year will be spent on mobile devices than on newspapers or radio. "Everyone knows where consumer behavior is going," said Christine Chen, director of communication strategy at the advertising agency, Goodby Silverstein & Partners in San Francisco. Yahoo, its desktop advertising revenue having fallen far from grace, is looking urgently to beef up its mobile appeal, which has been growing at a healthy clip, revenue-wise. "The ones benefiting the most is where mobile is naturally situated and ads fit in, like Google searches and Facebook newsfeeds, and mobile ad networks," said Tom Bedecarré, chairman of San Francisco's AKQA, which created a mobile ad division in 2006. "The natural instinct with a new medium is 'Where do we shove the ad?' or 'How do we shove a banner ad in a tiny screen,?' " said Bedecarré. "Ads have to move away from being interrupters," she said, and anyone whose Web browsing is constantly interrupted by screaming full-screen ads would heartily agree.
Reported by SFGate 16 hours ago.
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