Yahoo pushes mobile ad networks to enter the advertising market

Yahoo launched a new mobile advertising network service business on Tuesday to help partners put their content on mobile phones and post such emerging media ads.
Yahoo will help partners integrate their content so that the content can be accessed through Yahoo oneSearch, Yahoo's consumer mobile search service. The company is also launching a mobile advertising network that will provide advertising services to enterprises in addition to partners' content.
Mobile phone users may not appreciate the ads on their mobile phones, but Yahoo says the service will provide them with content, including corporate lists, TV programs and games. Both Microsoft and Google are competing in the mobile ad market, as are smaller competitors such as AdMob, Third Screen Media, and Medio Systems. Yahoo today announced only three partners, but it plans to expand the number of partners in the next few months. Among the three partners, the first is MobiTV, which provides TV and music services; the second is go2, which provides local enterprise list services; and the third is the browser company Opera Software.
This launch includes three Services, one of which is Yahoo Mobile Publisher Services. The service consists of several parts. The first is the Mobile advertising network, it will allow partners to select the types of ads that are associated with their content, including providing links to video clips. Second, the mobile content engine allows partners to send their content to mobile phones, such as real estate lists. The other two items are Mobile Media Directory and Mobile Site Submit, which allow consumers to access their content more easily. The charging standards for these services have not yet been published, but these services are now available in 19 countries and the first batch of ads will be available in the second quarter.
Yahoo oneSearch was upgraded in March and can be used in the United States. In the next few months, it will increase the number of languages and expand to other countries. The company launched its mobile ad platform in May February 2007, after which it conducted a pre-release test in the United States and the UK. Google's search ad market in PC is the leader, and its competitors hope to prevent the giant from entering the global mobile phone market and become the leader in this new market. The mobile advertising market will enter a period of rapid growth. Informa Telecoms & Media predicts that this year's mobile phone ad market will reach $1.5 billion, which is twice that of 2006. By 2010, the mobile phone advertising market will grow to $11 billion.
Meanwhile, Google is launching new services for mobile phones. On Monday, the company announced a new service in its website blog business, allowing users to get flight information via text messages. The user can send flight number to query the departure and arrival information of U.S. flights. According to Google, this information is provided by flightstats.com.