AdMob, a global mobile advertising marketplace that links marketers of all sizes with mobile-content sites, has tapped the former head of YouTube sales, Tony Nethercutt, as its VP-advertising sales. Having gone to YouTube from Yahoo, he was let go after Yahoo arch-rival Google acquired YouTube. Nethercutt's primary responsibility will be to broaden AdMob's advertiser base and build out new revenue models and sales teams, Ad Age writes. "We're looking to find additional ways for advertisers to take advantage of the opportunities on the mobile web," by making it "simple and easy" for an advertiser to get that reach across mobile web, Nethercutt said.
AdMob began by allowing cost-per-click text ads on mobile websites through the use of a self-serve tool. It will now compete with established players such as Third Screen Media and Enpocket, and to a lesser extent Google and Yahoo, which offer search ads on their own mobile properties.
The challenge for AdMob and competitors in the sector, according to Nethercutt, "is simply education and continuing to build out what's possible. Like any nascent medium, it's early," as some marketers "still don't have a line item for interactive or interactive video."