Yahoo’s not screwing around with the mobile market. Judging from the string press releases coming out of Sunnyvale, they mean business. The company launched a major initiative today across 19 countries, called Mobile Publisher Services, to better enable content providers to distribute and monetize their wares.
And of course, Yahoo gets a nice chunk of that pie.
The new releases are the result of partnerships with MobiTV, Opera, and go2. The MobiTV is the big one. Yahoo says the partnership allows “a one-stop, fully integrated mobile media-buy across all advertising modes, including text, banner and mobile video.
“As we progress,” said Jack Hallahan, vice president of advertising for MobiTV. we will deploy additional features including next-generation interactivity, location-awareness and click-to-act – maximizing the currency this alliance offers brand advertisers, while providing consumers a relevant and meaningful experience.”
Nor only is the mobile video angle an interesting departure, but publishers will be able to select different ad formats, including the traditional display and sponsored links, but also video and in-game placements.
There were four products released today: Yahoo! Mobile Ad Network, Mobile Content Engine, Mobile Media Directory and Mobile Site Submit (outlined below). All of them will be integrated into the company’s recently launched oneSearch, accessible via 85 percent of US mobile phones.
OneSearch is designed speed up the mobile search experience by retrieving news headlines, images, and business listings on the same page.
- Yahoo! Mobile Content Engine
For publishers who do not have a mobile site or only have a limited mobile offering to distribute their content to consumers on their mobile phones.
Allows publishers to integrate content into Yahoo! oneSearch. For example, a real estate company could publish a list of homes for sale.
- Yahoo! Mobile Media Directory
Allows publishers to make their mobile media content accessible directly through Yahoo! oneSearch. Publishers could submit a catalog of their content such as ringtones, games, video and applications.
The oneSearch application brings back the directory of content as well as user ratings and reviews.
- Yahoo! Mobile Site Submit
Allow publishers to provide information about their mobile site, such as a description and relevant tags, to ensure that their sites are accurately indexed and available to consumers through Yahoo! oneSearch.
For example, a hotel could submit their mobile site, including description and tag, enabling weekend travelers to find their location and see if they still have rooms available through Yahoo! oneSearch.
The Yahoo! Mobile Publisher Services will go live today in Argentina, Brazil, Canada, France, Germany, Indonesia, India, Ireland, Italy, Malaysia, Mexico, Philippines, Singapore, Spain, Taiwan, Thailand, UK, US and Vietnam.
