Yahoo and go2 Directory Systems established a mobile search advertising agreement allowing Yahoo’s sponsored search listings to be featured in go2’s mobile search results.
Yahoo offers mobile sponsored search results in Europe and Japan. This partnership brings Yahoo’s sponsored search results to mobile devices in the United States for the first time.
“As more U.S. consumers adopt mobile search, Yahoo intends to build on its leadership in search advertising by offering its sponsored search listings to leading mobile content publishers such as go2,” said Michael Bayle, senior director of business development at Yahoo Search Marketing, Sunnyvale, CA.
“With a large user base and comprehensive content, go2 provides an excellent opportunity for Yahoo advertisers to reach potential customers using mobile devices to find local products and services,” he said.
Current content for mobile users usually is limited to business name, address and phone number. Users now can access any information that is put in the ad including hours of operation, types of credit cards and other payment methods a store accepts.
“Mobile searchers typically are looking for information they can use immediately, like directions, schedules, current discounts and promotions,” Mr. Bayle said.
Yahoo was unwilling to discuss how it plans to market this new agreement.
“This partnership expands go2’s content to include the vast amounts of information that Yahoo has built and couples it with go2’s user database, which currently has more than 1 million mobile users every month looking for local information,” said Lee Hancock, founder and CEO of go2, Irvine, CA.
Chrysi Philalithes, vice president of global marketing at Miva, New York, welcomed the announcement.
“It is not something new, though,” she said. “All the pay-per-click players are looking to platforms beyond the Web, and in particular mobile, to bring advertisers together with consumers.”
