Search and Display Advertising ‘Set to Blend on Mobile Devices’

by Stephen Logan on 30th December 2010

The arrival of the iPad has paved the way for the next generation of search and display advertising.

This is the view of Yahoo! senior vice president of search products Shashi Seth, who told Search Engine Land that the device offers the opportunity for a different kind of marketing, where ads and content are almost inseparable.

He went on to predict: "The next generation of advertising on mobile devices is completely going to blend display and search advertising, meaning the targeting can be done in one way or the other, for an audience or for keywords."

Mr Seth said this may lead to higher-end companies who have traditionally not used the internet for advertising purposes starting new campaigns, giving the example of fashion brands such as Hugo Boss and Louis Vuitton.

Earlier this month, Tina Spooner, director of information at e-retail organisation IMRG, said online clothing shopping is very popular among consumers, with sales in this area having grown by more than 2,000 per cent since 2001.