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Yahoo CEO predicts demise of Apple's iAd mobile ad network - Page 2

post #41 of 101
Quote:
Originally Posted by AppleInsider View Post

Yahoo Chief Executve Carol Bartz said she thinks Apple's control over iAd will drive advertisers away, causing the mobile advertising network to "fall apart."

Bartz spoke with Reuters about the direction her company is taking, as Yahoo looks to increase its advertising revenue from its search business. In addition, the company is looking toward the growing mobile advertising market, where it hopes to compete with Google and Apple.

In the interview, Bartz took the opportunity to comment on Apple's newly launched iAd mobile ad network, which debuted in July. The Yahoo CEO predicted that Apple will fail because advertisers won't cooperate with the iPhone maker's policies.

"That's going to fall apart for them," Bartz reportedly said of iAd. "Advertisers are not going to have that type of control over them. Apple wants total control over those ads."

Bartz's comments likely stem from comments made by advertisers to The Wall Street Journal in August. Early customers of iAd were said to be experiencing delays in launching their advertisements because Apple has "kept tight control on the creative aspects of ad-making, something advertisers aren't used to."

The report indicated that mobile ads took about eight to 10 weeks to launch, which is much longer than the timeframe for other mobile ads. But Apple has taken such control because it believes the richly interactive ad experiences, which provide essentially an "app within an app," will provide a superior experience when compared to other services, which force users to leave the application and launch a browser.

However, some early adopters to iAd -- including Nissan and Unilver -- have painted a positive picture of Apple's fledgling service. Advertisers indicated that users are five times more likely to select Apple's interactive advertisements than they are a traditional online display ad.

Can I call her and personally tell her Yahoo has been dead to me for almost 10 years? They have nothing, literally, that I actually need and use. No idea why people were on Yahoo Messenger, I ditched it, people I need to talk to are mostly on MSN and Skype or Facebook.

As for Yahoo ads? Well, thanks to Glimmer blocker I've been living ad-free on my Mac for several months now, can't imagine why I didn't use it or discover it before. On the iPad, there's Atomic Web Browser with built in Adblock.

So, with all due respect to the people that make a living working for Yahoo... They are dead to me. Dead.
post #42 of 101
Obviously Yahoo has been following such a successful business model lately that anything the CEO says should be listened to carefully, since you know, they're doing so well....


OH WAIT
post #43 of 101
every 6 months i TRY to advertise on yahoo search marketing ... every 6 months i abort because of the useless interface, lack of control and mind numbing stupidity of the whole set up (that is clearly run by bureaucratic monkeys) and instead give the money that i set aside for yahoo back to google.

maybe carol should look at her own lot before she comments on others.
post #44 of 101
And yet another old-hat industry competitor predicts Apple's failure based on the fact they've taken a different approach to an old familiar problem. News at 11. Stay tuned for follow-up.
The true measure of a man is how he treats someone that can do him absolutely no good.
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The true measure of a man is how he treats someone that can do him absolutely no good.
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post #45 of 101
When some animals are scared they piss themselves as a defense mechanism (or something).

What we see above from Yahoo is the corporate version.

Quote:
Originally Posted by starnyc View Post

She's dead wrong. Advertising professionals all use macs. Advertising professionals all want the most standardized branded environment. Advertisers want statistics. Advertisers want in App ads. Advertisers want micro-targeted, contextual ads. iAd delivers exactly what we want.

To do an online ad campaign we currently need to make up to 10 versions of the same Flash ad to work with different ad servers for different publications, different size requirements, and several different click tracking versions with different embeds. This extra production and management is very expensive and also leads to difficulty doing statistical analysis as the different ad serving platforms provide data in different formats.

Beyond the production savings and the huge, affluent audience, iAd also allows consumers to choose to let the ad take over the whole window and provide a totally immersive branding experience. This is what we've been looking for for years, and iAd makes it smooth and not intrusive to the end user.

From the media planning standpoint, iAd is a no brainer - it's totally stats and demographically driven and give the ability to micro-target, so it is HIGHLY efficient.

Bartz is talking out her rear - apps are increasingly being used to access information versus search engines, so the Yahoo/MS model will trend downwards as apps are obviously growing exponentially.
post #46 of 101
wait, isn't Yahoo the company which basically gave up on search because they could not compete and sold their soul to Microsoft and their crappy Bing engine? Yeah...the CEO does not have a clue what is going on.
post #47 of 101
Quote:
Originally Posted by diddy View Post

(...) And judging on how Yahoo is doing as a company, I am not very inclined to accept what she is saying. (...)

Yeah. I think you're obligated to climb out of your deathbed before you start predicting the demise of others.
post #48 of 101
Quote:
Originally Posted by rulebreaker View Post

every 6 months i TRY to advertise on yahoo search marketing ... every 6 months i abort because of the useless interface, lack of control and mind numbing stupidity of the whole set up (that is clearly run by bureaucratic monkeys) and instead give the money that i set aside for yahoo back to google.

maybe carol should look at her own lot before she comments on others.

Don't even bother considering Yahoo. For a website I was helping out with some SEO stuff, it was excruciatingly painful just trying understand what processes to go through with Yahoo.

On a sidenote, Apple does spend huge amounts of money on Yahoo and Google, even Bing, for paid ads to direct people to Apple.Com (and the various localised versions) and the official Apple Online Store.
post #49 of 101
Yahoo is teetering on the edge of irrelevancy. Although Bartz built (and managed) a great company - Autodesk - she has stepped into a sinkhole with this one. Sounds like a frustrated CEO lashing out at competition to me.

Recall what happened to the nay-saying CEOs of Dell, Palm, Nokia?
post #50 of 101
[QUOTE=starnyc;1715409]She's dead wrong. Advertising professionals all use macs. Advertising professionals all want the most standardized branded environment. Advertisers want statistics. Advertisers want in App ads. Advertisers want micro-targeted, contextual ads. iAd delivers exactly what we want.

Agreed. The ONLY important statistic is the 5/1 ratio for consumer's clicks. More, what, essentially, makes the Internet a pain when you don't have adblock software is the high number of low quality advertisement that plagues your browsing experience. Do you want that on the iPhone? Do you want to get a 500+ buck piece of hardware and have it hijacked by poorly designed ads?

Hell, no. People want useful, easy to use, pleasant experiences related to advertisement. Poor ads should stay on the TV, where we can shut them down and unplug the power cord!

So, either that person is doing the FUD dance, in which case, her comments are perfectly in line with her position (criticizing a system that endangers her company's primary source of revenue and trying to make advertisers wary of it), either she's not gifted with a very acute sense of business, in which case the (imho) inevitable successful outcome of Apple iAd venture should lead her to sit in some darkened room in front of a Katana, waiting for honor to dictate her the proper conduct. (Metaphor ripped off from Pratchett's Good Omens).

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Social Capitalist, dreamer and wise enough to know I'm never going to grow up anyway... so not trying anymore.

 

http://m.ign.com/articles/2014/07/16/7-high-school-girls-are-kickstarting-their-awa...

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post #51 of 101
Quote:
Originally Posted by AppleInsider View Post

In the interview, Bartz took the opportunity to comment on Apple's newly launched iAd mobile ad network, which debuted in July. The Yahoo CEO predicted that Apple will fail because advertisers won't cooperate with the iPhone maker's policies

People [advertisers] may be very skeptical and clearly iAds are not mature at present. But if Apple can back up its new venture with numbers it will be successful. As much as advertisers will come if the numbers from the early adopters are enticing, Apple will also modify its approach to accommodate advertisers and make the process 'friendlier'. It is clear however, that Apple is targeting the higher end of the marketeers at the moment which may cloud some people's views of the service - we are talking major campaigns with high budgets. The other important thing to bear in mind is that iAds may extend to AppleTV services. I am not saying anything is a guaranteed success but if the new Apple TV with IOS becomes a strong seller the scope of iAds and its likelihood of success will change.
post #52 of 101
LOL, has she even GOT an iPhone or iPod. I see tons of ads on my iPod when I'm playing games. Trust me, advertisers will ADAPT. Advertisers are probably the best at adapting to various media and systems.

If they want to advertise on the iPhone, advertisers will come.
post #53 of 101
Is this the same Yahoo that used to be the world's Number One Search Engine making these predictions? OK, just checking.
post #54 of 101
After YHOO dropped the MSFT ball in the winter of 2008 I sold all my YHOO at $19 and put it in AAPL at $120. Since then...

YHOO has decline 50% in value from what was an all time low
APPL has increased about 140% in value to an all time high!

Now Carol Bartz has the chutzpah to open up her ugly pie-hole?
post #55 of 101
Two things will happen.

1- The various parties will become used to the process, and so it will flow smoother, and

2- Apple will adapt to the real needs of advertisers if that should become necessary.
post #56 of 101
Quote:
Originally Posted by starnyc View Post

She's dead wrong. Advertising professionals all use macs. Advertising professionals all want the most standardized branded environment. Advertisers want statistics. Advertisers want in App ads. Advertisers want micro-targeted, contextual ads. iAd delivers exactly what we want.

To do an online ad campaign we currently need to make up to 10 versions of the same Flash ad to work with different ad servers for different publications, different size requirements, and several different click tracking versions with different embeds. This extra production and management is very expensive and also leads to difficulty doing statistical analysis as the different ad serving platforms provide data in different formats.

Beyond the production savings and the huge, affluent audience, iAd also allows consumers to choose to let the ad take over the whole window and provide a totally immersive branding experience. This is what we've been looking for for years, and iAd makes it smooth and not intrusive to the end user.

From the media planning standpoint, iAd is a no brainer - it's totally stats and demographically driven and give the ability to micro-target, so it is HIGHLY efficient.

Bartz is talking out her rear - apps are increasingly being used to access information versus search engines, so the Yahoo/MS model will trend downwards as apps are obviously growing exponentially.

And this is where the now-legendary Apple control freakiness pays off. First, deliver a product that the user truly enjoys using, ensure that it delivers a minimum benchmark for the apps serving it, create an easy-to-use SDK for developers with an acceptable revenue system, and then monetize the system with carefully controlled ad services that enhance, not detract from that user experience. WINs all around - the ads are decent, perhaps even cool, from sources pre-screened by Apple for profile and targeting, devs are assured of a good standard that means the ads will have a good chance of being viewed - allowing the ads to drive support of free or low-cost apps. Bartz has to weigh in on the most obvious threat to her failing tradition web ad services - kudos on calling out the success of Apple's approach as a potential failure - that speaks volumes to the threat they perceive.
post #57 of 101
I think this lady has a point. I think iAd will be around, but it will be a very small niche compared to the big boys in advertising.
post #58 of 101
I predict Yahoo's demise.

I used to use Yahoo exclusively for search but I've been on Google for several years now. Same thing with their maps - now I'm using Google maps. Same thing with shopping etc. Get the point? Yahoo is dying.
post #59 of 101
Quote:
Originally Posted by Leonard View Post

LOL, has she even GOT an iPhone or iPod. I see tons of ads on my iPod when I'm playing games. Trust me, advertisers will ADAPT. Advertisers are probably the best at adapting to various media and systems.

If they want to advertise on the iPhone, advertisers will come.

Advertisers AND the pron industry.
post #60 of 101
Quote:
Originally Posted by ghostface147 View Post

I think this lady has a point. I think iAd will be around, but it will be a very small niche compared to the big boys in advertising.

The same small niche that Apple occupies in the PC segment, where they have a minority marketshare with the highest profitability? If so - I don't see a downside to that!
post #61 of 101
When you are appointed captain of a sinking ship, cheerleading is job one. Hope she remembers to start bailing too.
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post #62 of 101
We all see how well "lack of control" worked for the Android marketplace. There is a difference between learning from history and misapplying history. This feels pretty baseless. It basically comes down to competency and competitiveness more then "amount of control". They have shown competency so now they just need to make sure it stays competitive. I would say that control is probably a positive in this case. If Apple didn't try to control that platform they would just be pushing banner ads like everyone else. This is basically just a FUD attempt. Trying to make it fail by spreading doubt.
post #63 of 101
No, it would be $50 Million. But point well taken.

"Hey they didn't report the whole story:

"Yahoo CEO predicts demise of Apple's iAd mobile ad network while sharing a moca with Michael Dell".

circa 1997 and an executive IT event Dell said, "What would I do (to save Apple)? I'd shut it down and give the money back to the shareholders,".

Now ... had he Instead of making a uncalled for dig at Apple, he invested $1m in cash on that very same day... Well lets just see.

Oct 6th 1997 (date of Dells quote) - AAPL Stock: Closed at 5.45 (split adjusted). So, $1 M in cash (pocket change for Michael at that time) would have bought apx 183,000 shares 183,486 to be exact... Now lets just see... 183,486x272.00 (todays AAPL mid-day price) oh lets just call it 50 BILLION dollars. Oh and to really pour salt into the wound, DELL market cap today? 24 BILLION.

While hindsight it always 20/20 ... that's GOTTA hurt! "
post #64 of 101
How can you tell when a CEO it bullshitting? When her lips are moving.

Seriously, there is no downside to executives making these kinds of prognostications. First, because everyone expects it. Second, because when they are proven wrong a few years down the road, no one remembers or cares. Third, because CEOs come and go so regularly that there usually is no day of reckoning for such statements. (Michael Dell being the most famous exception)
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post #65 of 101
Try to land on a Yahoo page that does not run simultaneously:

(a) a couple of flash based ads on the right margin
(b) an extra ad crossing slowly the screen over the information you desperately try to find, and
(c) few more static text based ads inserts here and there...

Good luck...

So well, I, myself, believe that I am equally entitled to predict the soon to come demise of Yahoo outrageously ad based web portal...
post #66 of 101
Personally, I would like to be able to do research and such without have to view a commercial each and everytime I do something - putting money in some elses pocket and wasting my time it just turns me off of that product and/or company.
post #67 of 101
Quote:
Originally Posted by ascii View Post

Their control over the App Store has not destroyed it: there have been a few high profile defections but that's all. I guess it all depends on the type of control: are they just stopping annoying or tasteless ads, or is it more than that?

It's more than that. Much more. Apple hasn't released the tools to create iAds. Apple is actually putting them together using the designs and media provided by the advertisement agencies. Thus, there is an extra entity in the ad development loop, and I can't imagine that advertisers particularly enjoy that part of it.

I am bullish on Apple (and its associated stock AAPL) but I have not been entirely convinced that iAds is going to be a panacea. It could easily fail, but that would hardly be devastating to Apple or its brand. Ads can still be delivered via other means, such as AdMob, etc. (I'm not saying the other means are as cool, but I'm just saying that many advertisers may not like the pain/reward ratio of committing to an iAd.)

Thompson
post #68 of 101
For me, it's not how good or bad, how much control or not, anyone has or gives.

If the add is about something I want more information, Ill click on it - that's the end of the story.

Is Apple's system causing grieve for yahoo? Is she stating the obvious in that Apple will fail again
only to run with her tail between her legs.

Just because someone is doing something different then most everyone else, doesn't make it good or bad. Let time tell. If in fact SJ and Apple need to make some changes for it to work, or make them billions more, then they WILL make the needed changes. Slower then others, yes likely. He / Apple will try REAL hard to make theirs the industry standard, but in the end, even SJ / Apple can and will bend if need-be.

As soon as Yahoo comes out with a successful phone, and ad system, then they can comment based on experience.

Skip
post #69 of 101
Quote:
"That's going to fall apart for them," Bartz reportedly said of iAd. "Advertisers are not going to have that type of control over them. Apple wants total control over those ads."

As opposed to: "I see Apple doing really well with iAds. Finally users of it's iOS devices are going to see quality ads as opposed to the garbage we've delivered them".

Did we expect anything less from a competitor? We'll see.

[added] I don't want to see any ads on my iOS devices from anybody...period!
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post #70 of 101
Quote:
Originally Posted by starnyc View Post

She's dead wrong. Advertising professionals all use macs. Advertising professionals all want the most standardized branded environment. Advertisers want statistics. Advertisers want in App ads. Advertisers want micro-targeted, contextual ads. iAd delivers exactly what we want.

To do an online ad campaign we currently need to make up to 10 versions of the same Flash ad to work with different ad servers for different publications, different size requirements, and several different click tracking versions with different embeds. This extra production and management is very expensive and also leads to difficulty doing statistical analysis as the different ad serving platforms provide data in different formats.

Beyond the production savings and the huge, affluent audience, iAd also allows consumers to choose to let the ad take over the whole window and provide a totally immersive branding experience. This is what we've been looking for for years, and iAd makes it smooth and not intrusive to the end user.

From the media planning standpoint, iAd is a no brainer - it's totally stats and demographically driven and give the ability to micro-target, so it is HIGHLY efficient.

How easy is it to convince your clients of the benefits from the perspective of ROI. Many products do not lend themselves to analysis of advertising results. Although high profile companies realize that brand marketing is a long term project, what is the price of iAd versus some other media and are clients receptive to iAds? As an ad agency, how do you plan to keep yourself in the loop if Apple is doing all the creative and production?

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post #71 of 101
Quote:
Originally Posted by msuberly View Post

No, it would be $50 Million. But point well taken.

Post corrected.... thanks for the heads-up as I typed 'billion' I knew it didn't sound right. (oh well)
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post #72 of 101
[QUOTE=nvidia2008;1715439]When some animals are scared they piss themselves as a defense mechanism (or something).

What we see above from Yahoo is the corporate version.[/QUOTE
Definitely post of the day.
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post #73 of 101
What is yahoo ... is that a website or something?
post #74 of 101
Quote:
Originally Posted by nvidia2008 View Post

When some animals are scared they piss themselves as a defense mechanism (or something).

What we see above from Yahoo is the corporate version.

LOL!

A variation of that is called "poohing your knickers"

.
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post #75 of 101
Quote:
Originally Posted by Newtron View Post

Even if Yahoo is wrong, it's even more annoying to read people talking what companies should and shouldn't do when they're not doing jack-shit themselves.

Just my 2 cents.

This from the person whose posts are primarily jack-shit about what Apple should and shouldn't do..... ah, the irony......

Not worth even 2¢.
post #76 of 101
Quote:
Originally Posted by GQB View Post

What in the world does that have to do with anything?
Love her or hate her, Carol has more balls than just about anyone in the industry.

Don't really care about Carol's (or anyone else's) balls. But someone, somewhere, needs to figure out an intelligent way to make advertizing work. How many times have you been to a web page, and dicovered far more than half of the display is non-requested content? Pull up any newspaper site and you'll see an example. The news is crammed into a minor column, and the rest of my cinema display is filled with ads. Worse, may of othem play unrequested audio. Ugh. Ugh. Ugh.

Now fairly, I understand why this is, and I don't expect anything for free. In some sense this is just like advertizing on the print/dead tree versions. It pays the freight. And like broadcast TV, the ads pay for the content (even though I pay a cable subscription fee?)

But golly, when I get the newspaper, I can toss many of the ad sections. When a commercial runs on TV, I can go hit the head (or even simply buy/rent the ad-free show on iTunes or DVD.) If I could have a similar option for content online that was a reasonable cost, I might buy upfront at a reasonable cost for content I really wanted.

But it would have to be intelligently done. Kinda like buying a proxy-USPS service. I sure would like to have a junk mail filer for my US mail service, but I know those bulk mailings pay to keeps stamp costs down.
post #77 of 101
Good luck with the dancing monkees, Yahoo.
post #78 of 101
Not to say that that Ms Bartz is wrong, but seriously...pretty much everything Apple does, someone, somewhere, insists is going to be a huge failure. Those people are often leaders of other large tech or tech-focused companies.

They also have a nearly perfect track record for being wrong.

From the iPod/iTunes to OS X to the iPad, one naysayer after another spouts forth this stream of drivel unaided by any actual facts and unencumbered by the memory of how wrong similar past predications have been.

Who can forget Ballmer (and half the cell phone manufacturers) laughing at the iPhone. Or Dell laughing at Apple as an entire company. Or record executives insisting that nobody really wanted to buy or sell music online.

I'm not sure if it's because they really don't understand Apple's strategy, or they just have a really short and selective memory, or some other reason entirely. But it's both amusing and a little sad.

I'm not one of those devout fans who believe Jobs & Co can do no wrong, but I think it's time for everyone to admit that they definitely have a clue about what works, and know how to execute their game plan.

I predict iAds will be a great success, as Apple defines it, which is generally quality, loyalty, and consumer happiness, not just raw numbers or gross incomes (although gross income is a happy side effect of making customers happy).
post #79 of 101
Quote:
Originally Posted by iancass79 View Post

Didn't someone also say that Apple should close up shop and give shares back to shareholders? Now Apple is mopping the floor with everyone.

This will be her famous last words. Too bad that she said it out loud and on record. If I had to guess, we will hear about this again and she will look dumb.

Just like Dell?
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post #80 of 101
I think the CEO of Yahoo should be more focused on his own companies potential demise
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