Commentary

Enter the Mobile Titans

Some of the biggest mobile industry players gathered for the "Enter the Titans" morning panel including Yahoo, Microsoft, AOL and Nokia are describing mobile advertising as being still emerging or at a transitional phase as Internet advertising expands to cellphones.

Louis Gump, mobile chief for the Weather Channel pointed to a recent Jupiter Research report in which 7% of major advertisers said they planned to spend more than $1 million on mobile ads this eyar and 13%, more than $100K. "We're certainly seeing some of that," he said. Gump noted that marketers are starting with mobile as part of cross platform buys and then coming back and buying just mobile because of the performance. Microsoft's mobile ad chied Glenn Myers said there's still much innovation to come in mobile before the code is cracked for what works uniquely well in the medium. Yahoo's Paul Cushman talked about the company's efforts to open up the Yahoo Go mobile platform for developers to create applications and help drive greater usage. Yahoo's mobile Web site is now getting 18m monthly uniques. No fights have broken out between Yahoo and Microsoft on the panel yet.

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