So will 2010 finally be the year that mobile ad spending lives up to the hype? Depends on who you talk to. Third-party researchers like Juniper Research, and agencies like OgilvyOne say there are still major hurdles to clear. But there’s a reason that Google (NSDQ: GOOG) spent $750 million on AdMob … and now Yahoo (NSDQ: YHOO) is making some bullish statements about mobile advertising, too.
EVP North America Hilary Schneider told Reuters Global Media Summit attendees that the company expects “exponential” growth in mobile ad spending next year and beyond — despite the fact that the overall ad market is rebounding more slowly. “If you just look at the growth rates on mobile, they’re incredible, they’re extraordinary,” Schneider said. “I really do believe that over the next five years you’ll start to see material dollars begin to migrate.”