Yahoo! Stepping Up Mobile Content, Ad Efforts

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Here’s the AP story. Yahoo!, sensing an opening, is moving fast (announcement) to consolidate gains and a lead over rivals in mobile search:

Yahoo Inc. is recruiting other Web sites to help make its mobile search services more useful for consumers and advertisers, marking another step in the Internet portal’s push to build a lucrative sales channel beyond the personal computer.

Web sites that want their content listed in Yahoo’s mobile search index will be invited to submit material beginning today. Yahoo also will begin accepting applications from Web sites interested in participating in the company’s advertising network for mobile devices.

Yahoo is looking for more content to feed a three-month-old service called “oneSearch,” which is designed to provide vital information to mobile-phone users without requiring them to sift through the stack of results that pile up in a traditional Web search.

This is seeking more content and an expanded mobile ad network. But also check out this .pdf from Yahoo! comparing Google and Yahoo! mobile search results across a range of categories. This is less for the consumer public than Wall Street analysts and the press.

More tomorrow. For now here’s more coverage from the NY Times.

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Related: Yahoo! forms a mobile ad alliance with MobiTV. Here’s the news:

Yahoo! will be the ad network partner for MobiTV’s mobile video advertising sales and delivery – providing top brands access to a one-stop, fully integrated mobile media-buy across all advertising modes, including text, banner and mobile video. This announcement builds on the launch of the new Yahoo! Mobile Publisher Services today. (see press release titled: Yahoo! Launches Yahoo! Mobile Publisher Services)

What about an acquisition? MobiTV has raised over $100 million in outside funding, so it would be quite expensive I would imagine. It’s also ahead of its time by at least couple of years (as a mainstream phenomenon).

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Google appears to respond with a mobile search upgrade that offers more content and structured data.


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