Well if you don’t know by now, Google is seeking to expand its mobile internet search platform. Via Velti.com, the Android operating system (OS) for smartphones is becoming increasingly popular and that its growing proliferation would see the firm move more firmly into mobile advertising. Read more here.
So what is Yahoo doing?
Via Cellular-News: Yahoo is also boosting its Mobile Advertising Services
Yahoo has announced two display advertising solutions for marketers as part of a new partner program designed to improve campaign performance by marrying Yahoo’s reach and targeting capabilities with third-party advertising technologies. By bringing together Yahoo’s platform with third-party Smart Ad technologies from Teracent and Tumri, Yahoo believes it’s offering an open and unmatched solution for reaching consumers with customized messages.
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The program only affects North America, although the firm says that it will consider expanding the program to international markets in the future.
Mobile Smart Ads
Yahoo will also soon offer Smart Ads technology to mobile advertisers through its partnership with Teracent. As with the PC offering, advertisers will be able to customize creative to individual users in real time. Smart Ads on mobile phones will be especially valuable to marketers, offering additional factors such as location, time of day, and even specialty attributes like local weather, to tailor messages to users on the go. Yahoo will offer mobile Smart Ad technology at scale for marketers.
The new program will also allow Yahoo to expand its current Smart Ad offering to advertisers across all categories. Yahoo plans to continue adding new Smart Ad program partners that will be certified by Yahoo over time.
Note, some analysts think that Mobile Advertising is not as big as some people think. Via Yahoo Finance:
Two reasons why:
- First, advertisers just can’t get all lathered up about ads the size of paint chips. It’s nice that consumers carry a little screen around with them all day. Theoretically, that creates a big opportunity for advertising. But so far, all that opportunity has represented is the ability to serve up an ad so small that consumers have to squint to even see what it is.
- Second, despite enormous hype, no one has yet developed a big mobile opportunity that incorporates location-information. People have been theorizing about how great these opportunities will be for 15 years. But, as yet, no one has actually thought of one that will work.
