CBS, Medio partner for search-enabled ads

Mobile marketers may get a boost from a new partnership between CBS Mobile Networks and mobile search and ad provider Medio to launch a platform offering search-enabled ads. The partnership is the first of its time and will basically give users the ability to more easily search and navigate the content on CBS mobile websites.

by Kristina Knight

Cyriac Roeding, Executive Vice President, CBS Mobile said, “When users search their favorite sports team on their cell phone, they want a very different search result than they would online. For instance, on their small screen, they might want a quick snapshot of the latest scores, injuries, news and gossip about the club. This is the kind of experience we will be providing within CBS Sports Mobile with Medio Search.”

Here is how the system works: consumers perform a search using the mobile search box and results are pulled from site content within CBS as well as the rest of the mobile web. Relevant ads appear with the search results based on search terms the consumer used. Because the results are based on the users' own words, the results will be highly targeted to that particular user.

The mobile online audience is predicted by eMarketer to reach 750 million users, worldwide, by 2010.