Kocca Korean Mobile Content Forum: Think Big - what works on mobile Mitch Lazar, VP biz dev, Yahoo Europe Shows a promotional video for Yahoo: lots of techno and phone screens (hmm: inverse relationship between BPM of soundtrack and superficial user experience of product?). "We are at an amazing inflection point": devices, pricing schemes and network speed. The online ad business took off in 88/89 - we're about 10 years behind the fixed internet and 2008/9 will be the big years for mobile ads. "Lots of eyeballs". People are online in different ways: rise of social networking. Online ad spend is growing in its own right to a small extent, but most growth is due to offline spending moving online. As agencies get comfortable spending money online, they'll get more comfortable spending on mobile. Why mobile advertising?
- Reach (bit of a "because it's there" argument: there are lots of toothbrushes, but this doesn't make them a great ad medium);
- Core audience of 16-24s being strong mobile users; as these guys age, we'll see their habits spread: multi-tasking through different media, increasing comfort with pull rather than push media, etc.