Brief: Yahoo Launches Mobile Search Advertising In Beta - InformationWeek

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Brief: Yahoo Launches Mobile Search Advertising In Beta

Yahoo wants to offer ads based on search queries, similar to sponsored advertising delivered with search results on a computer.

Yahoo on Wednesday said it has launched text advertising tied to mobile search in the United States and the United Kingdom, a move that gives the portal a jump on rivals Google and Microsoft.

Yahoo offers search for people with Web browsers in their handsets, and is looking to offer ads based on search queries, similar to sponsored advertising delivered with search results on a computer. Clicking on the ad takes the cellular-phone subscriber to the advertisers' mobile Web site or a landing page to get more product information.

The new mobile contextual ad service would be used by a select group of advertisers before being made generally available.

"Our test deployments have been very successful, with strong advertiser demand and consumer engagement, which makes us very excited to bring our sponsored search listings to an even wider audience," Steve Boom, senior vice president of mobile and broadband for Yahoo, said in a press release.

Yahoo, based in Sunnyvale, Calif., tested the service in Japan and the United Kingdom, and, on a more limited basis, in the United States. Google has been testing a similar service in Japan, but has yet to launch it in beta. Microsoft offers text advertising in mobile Web mail, but has yet to launch a product tied to search.

Mobile users are prime targets for online advertising, particularly in countries where consumers use their handsets as the primary device for accessing the Web.

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