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Yahoo trials graphical ads on mobile phones
In a bid to extend its online brand to the wireless market, Yahoo will deliver graphical ads to mobile phones.The internet company has a growing number of users for its Mobile Web service, as developments in 3G are encouraging greater take-up of mobile web browsing.
Yahoo is already the biggest provider of graphical brand advertising on the internet and now wants to tap the potentially lucrative mobile market. However, the company will have to face the challenges that the medium presents – for example, those associated with the size of display available on mobile phones.
"The challenge is that because cellphone screens have limited real estate, ads have to be more relevant," JupiterResearch analyst Julie Ask told Reuters. She added that there is "an extra burden" compared to ads delivered to computer users.
Yahoo has begun an initial public evaluation of smaller banner ads that it hopes will suit mobile phones.
They will be 150 x 21 pixels and will display at the top of the screen, allowing users to click on them for more information about offers, or to put a call through to advertisers.
Ms Ask predicted that, eventually, mobile users would treat the phone as "a mini-web experience".
Yahoo! News posted on 15 November 2006
