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MarketingVOX: In a move to become the "no. 1 mobile internet player," Yahoo launched display advertising for its mobile web service in 18 countries across Europe, Asia, and the Americas, writes MediaPost. Ads near the top of the Yahoo Mobile homepage will allow users to either click-to-call marketers or link to other mobile sites.
One challenge for Yahoo in extending brand advertising to the cell phone, however, is that not every marketer has a mobile landing page yet for direct response campaigns. "If you put up a mobile ad, there has to be a place for people to go to from the ad," said Julie Ask, research director with JupiterResearch.
Yahoo also announced the latest test version of Yahoo Go for Mobile 2.0, its package of Yahoo applications including email, search and Flickr photo-sharing for handheld devices. It lets consumers search directly for local businesses from interactive maps and share search results and news stories with friends. Yahoo Go will also test display advertising for the first time, starting with Pepsi's Free Ride campaign.
At $1.4 billion a year, the mobile ad market remains small and is ruled by text-based ads, but is expected to double by 2011. Some 13 percent of mobile subscribers access the web through their phones.
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