Today Yahoo Inc. announced that it would push harder into the mobile computing scene by introducing a new
service that allows companies to more easily push content onto mobile phones.
The goal here for Yahoo is phone advertising. Currently, Yahoo has a dedicated
platform for mobile searching called Yahoo oneSearch. Yahoo is calling its new
mobile advertising service Yahoo Mobile Publisher Services.
Despite industry doubt that users will be happy about receiving more ads,
especially on their phones, Yahoo said that its new system will also be pushing
out content for subscribers. Yahoo expects its new mobile service to bring
content such as games, music, TV programs, listings and other convenience
services to users, although Yahoo did not mention whether or not the service
would be free. Traditionally, services that tag along ads have been free.
Currently, there are several small players in the mobile advertising space.
AdMob Inc. Medio Systems and Third Screen Media are the current small but
notable players. Microsoft and Google are the other two major competitors in
the same space. Google for example has tried to push advertising onto
mainstream radio and most recently announced that it will be pushing for
advertisements in video games.
According to industry analysts, the mobile advertising industry will be an $11
billion market by the year 2010. Experts also say that publishers will spend
roughly $1.5 billion by the end of this year.