In order to increase its mobile advertising base, Yahoo! has planned to provide graphical ads to its wireless users who view the properties of Yahoo! through mobile phones. Yahoo! will also test 'slimmed -down' banner ads as well as other display ads on Yahoo! Mobile Web.
As reported by Eric Auchard of Reuters, "The brand advertising trial comes a month after Yahoo began a parallel test to deliver relevant text advertisements tied to searches phone users can perform on mobile Web browsers. That test is taking place in the United States and Britain.
Banners ads are nothing new on cellphones. Start-ups like Third Screen Media of Boston already work with ad agencies, buyers and mobile carriers to deliver ads to wireless users.
But as more and more U.S. mobile phone users own phones with fast Internet access, major Internet players are eyeing the market. On the computer Web, Yahoo is the largest provider of image-based, brand advertising and the No. 2 supplier of online search advertising behind rival Google Inc."