Patrizio Spagnoletto of Yahoo!: Advertisers want their brands seen in the context of great content, high quality user experiences

Patrizio Spagnoletto, global VP of B2B marketing for Yahoo!, discussed with PRODU the importance of digital advertising and how much advertisers’ digital strategies can and must vary.“Most of the people who will be online over the next few years will be using mobile devices. So what we’re seeing are companies like Yahoo!, their advertisers and ad agencies thinking in much more creative and strategic ways about how to reach consumers through these new platforms,” Spagnoletto said.The executive said that Latin America has a very young demographic using the Internet, which means a whole new set of ways and habits of consuming content. Computers, mobile devices, digital television and tablets are already taken for granted by users of the region.Spagnoletto also noted that a standard business model does not exist for the online advertising market, since it must vary for each campaign according to the target audience, marketing objectives and size of the advertiser. “What we have found is that major advertisers appreciate the idea of their brands being seen in the context of excellent content and high quality user experiences. And since advertisers target the consumer audience, it’s important to be able to combine high quality user experiences with the possibility of expanding that audience,” he said.