Yahoo! targets mobile phone advertising

27 Mar 2007

A package of new mobile advertising services was launched today by Yahoo! in a plan to enhance market growth for publishers and provide improved content for consumers.

This service, comprising Yahoo! Mobile Ad Network, Mobile Content Engine, Mobile Media Directory and Mobile Site Submit, will go live today across 19 countries, including Ireland and the UK.

One of the services, Yahoo! Mobile Content Engine, allows advertisers who do not have a mobile site to bring their content directly to the mobile phone by integrating it into Yahoo!’s oneSearch directory.

OneSearch is Yahoo’s three-month-old search engine designed to display mobile-friendly results, unlike traditional web links on PC sites.

“Yahoo! has become a leader in the global mobile internet by leveraging the reach and popularity of our innovative mobile services for consumers and our competitive expertise in digital advertising,” said Steve Boom, the senior vice-president of mobile and broadband for Yahoo!.

Today also marked Yahoo!’s partnership with MobiTV, a US-based company that provides television, music and movie content for the mobile market.

Yahoo! will supply advertising content on MobiTV’s service, using its technology to provide mobile video ads.

Marco Boerries, senior vice-president of Yahoo!’s Connected Life, said Yahoo! had targeted video and in-game advertising because it felt that mobile advertising had moved on from text searches and display ads.

By Marie Boran