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BizReport : Search Marketing : October 05, 2006

Yahoo! Launches Mobile Search Listings

Yahoo! is testing paid-search ads for mobile customers in the United States and United Kingdom. The testing is in the beta phase so far. The company already has a niche in the mobile market with mobile sponsored searches.

by Kristina Knight

Early this summer the company began beta testing mobile sponsored searches in Japan and the U.K, so far with good results.

According to a company release, a “select group of advertisers” is already onboard for the beta testing phase of the new service. The number of advertisers participating in the test phase will increase as the project continues.

“Consumers will be able to click on the sponsored search results to go to the advertisers’ mobile web site or a landing page to get more information about the advertisers’ offerings,” said the statement. This also includes being able to call the advertiser directly.

Steve Boom, senior vice president of mobile and broadband for Yahoo! said, “Our test deployments have been very successful, with strong advertiser demand and consumer engagement, which makes us very excited to bring our sponsored search listings to an even wider audience.”

Mobile search ads have a higher return rate than online search ads because of reduced clutter and a higher relevancy to consumers. In the U.K. and Japan, Yahoo! is the leader in mobile sponsored search.

Tags: mobile ads, mobile text messaging, online advertising, search marketing

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