Well actual Netzökonom interview with Google CEO has headline as "The next big wave in advertising is the mobile internet". It's been nearly 9 years since we have been waiting, with baited breath, the arrival of mobile web. One that can support garage startups, not just telecom behemoths. With the arrival of iPhone, it looks like we finally have something radical.
This interview has other interesting tidbits. Google execs are consistent in beating down the economics of social networks. They never fail to cite Myspace experience as the one which is not efficiently generating results. At the same time they see something on the horizon.
It is obvious that people spend a lot of time in social networks. I believe there will be some new advertising products, that will work, but I don't think they are invented yet. We and others are working on social advertising products.
That last sentence is for Facebook. There are lot of social ad prototypes in the fire but none that can give Adsense run for its money. Google's Open Social will eventually evolve AdSense for social advertisement and will rely on Open Social's API to give distribution power to marketers. Probably now is the time to lay pipes (read Open Social APIs), it's still need to be sorted out what type of social ads we will finally see.
He gave some hints on how video and engagement metric driven ad formats will appeal in this context:
Also his vision of fragmented social network engagement can throw some light on why Open Social APIs will be used for linking long tail social networks:
One side observation. He downplayed cloud computing business model by saying "our servers all all busy". If that's really the case then why all the fuss about Google App Engine?