A month after launching [1] its sponsored mobile search service, Yahoo announced today plans to expand the trial to include more graphical brand marketing content. Comprised largely of slim banner ads measuring 150 pixels by 21 elements, the interactive images are designed to take up only a small portion at the top of the mobile handset screen. With rival Google also gearing up to enter the space, Yahoo has only a narrow window of opportunity to establish itself as the premier mobile search tool--they need to be careful to run ads that are truly worth the effort of clicking, or else run the risk of alienating a consumer base that already considers Google as much a verb as it is a brand, both of them synonymous with searching for content.
For more on Yahoo's efforts:
- read this article [2] from the Washington Post
Related articles:
- Study: Incentive-based ads [3] OK
- Report: More to mobile marketing [4] than ads
- Yahoo tests mobile search [1] advertising
Links:
[1] http://www.fiercemobilecontent.com/story/yahoo-tests-mobile-search-advertising/2006-10-04
[2] http://www.washingtonpost.com/wp-dyn/content/article/2006/11/07/AR2006110700089.html
[3] http://www.fiercemobilecontent.com/story/study-incentive-based-ads-ok/2006-10-25
[4] http://www.fiercemobilecontent.com/story/report-more-to-mobile-marketing-than-ads/2006-10-23