Executive departures from Yahoo! include Hilary Schneider, executive vice president for the Americas; David Ko, senior vice president for audience, mobile and local; and Jimmy Pitaro, vice president of media.
A Yahoo! executive predicts the Internet company will enjoy a surge in mobile advertising growth as it focuses on driving eyeballs to its sites. "I really do believe that over the next five years you'll start to see material dollars begin to migrate," said Hilary Schneider, executive VP of Yahoo! North America, at a media conference. She also pointed to challenges facing the sector, namely a glut of devices, formats, networks and standards.
Producing strong video content takes more than having a great concept, writes James A. Pitaro, Yahoo!'s vice president of media. "Develop a unique voice and identity and choose a space that's own-able," he suggests. Get advertisers involved from the beginning and be timely. "Users have repeatedly conveyed to us that they don't want to be told when to watch a video; they want to watch it when they want to watch it."
Although Yahoo! is placing a renewed emphasis on original video programming, the portal sees the shows as an enhancement to its other content, rather than a focus of the site, according to this article. "Video is driving a lot of engagement at our site and across the Internet," said Jimmy Pitaro, vice president of Yahoo! Media.
Yahoo!'s agreement to partner with Microsoft's Bing search engine will prove a boon to the software giant's mobile-search efforts, but the deal remains nonexclusive in the wireless arena, according to reports that say Yahoo! is taking a wait-and-see approach on Bing. "We think that the mobile sphere in general is nascent and rapidly changing, therefore to create an exclusive relationship at this point in time just felt like early innings," said Yahoo Executive Vice President Hilary Schneider.
There are vast amounts of business yet to be tapped online from mom and pop ad buyers, according to Hilary Schneider, VP for local markets for Yahoo! The available "regional local" Web ad market is made up of 85,000 businesses with the potential to spend $48.3 billion, while the "local local" segment is thought to total 22 million firms with a potential spend of $33.6 billion, Schneider told an audience at the Drilling on Down Local '07 conference, in Santa Clara, Calif.