Yahoo forecasts 'exponential' mobile ad growth

Yahoo said it expects "exponential" growth in mobile advertising, and said it will strive to increase its number of mobile users in an effort to attract greater advertiser interest. Speaking at the Reuters Global Media Summit in New York City, Yahoo North America executive vice president Hilary Schneider said mobile advertising is now a major priority for the web services giant: "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," she said. "I really do believe that over the next five years you'll start to see material dollars begin to migrate." Complicating mobile advertising's growth is the large number of devices, ad formats, networks and standards, Schneider said.

According to Schneider, the worst is over in regards to the recession's impact on the overall U.S. advertising market. "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," she said. "We do feel confident that we have seen the bottom and that's behind us."

For more on Yahoo's mobile advertising perspective:
- read this Reuters article [1]

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