Ad-Funding Looms for Mobile Realm
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By Buller, Alicia  Analysis  At last, the UK mobile network market has taken its first fullyfledged steps towards the adfunded model.
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InfoWorld - DoubleClick is expanding its advertising services for mobile phones, it announced Monday, as it continues waiting to find out if Google&#39;s attempt to buy it will pass muster with regulators.
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Group seeks to make Web access for mobile device users as easy as it is for desktop users.
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(InfoWorld) - Mobile operators meeting next week at the 3GSM World Conference in Barcelona are expected to discuss how they can work together to boost new mobile advertising services. "There is a need a collaborate in the area of mobile advertising and create some common ground when it comes to things like ad pricing and delivery," a spokesman for Vodafone GroupÂ said Monday. "Mobile advertising is a new development that will require some industry-wide conversations, and these could be on the agenda next week." But Vodafone has no plans to collaborate with other operators to create their own mobile phone search engine and compete against GoogleÂ and Yahoo, as rumored in the U.K. press. The Sunday Telegraph, quoting industry sources, said that several large European mobile phone companies, including Vodafone, T-Mobile International, France TÃ©lÃ©com, and TelefÃ³nica MÃ³viles, plan to hold high-level talks in Barcelona over developing their own search engine technology. "We're not aware of any such meetings nor are we planning to develop a search engine," the Vodafone spokesman said. A spokesman for T-Mobile also denied any plans by the German operator to develop search technology that would compete with Google, a close partner. T-Mobile has given Google prominent play in the operator's revamped mobile portal.
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Google Inc. has begun inviting mobile Web site developers to display Google ads on their sites as part of a limited beta test.
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New technology will still allow advertising to get through to viewers.
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Ad Infuse serves up first video ads for iPhone.
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InfoWorld - Spending on mobile search and display advertising will skyrocket in the coming years in the U.S., finally making cell phones a viable vehicle for this type of online marketing, according to research firm The Kelsey Group.
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It joins the battle for mobile users with Google.
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New pay-per-call paid-search engine model has potential for luring new ad business.
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A new advertising platform attracts a major radio network. What will the experiment tell us?
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Consumers have huge incentive to flock to mobile search. As such, now's an excellent time for search specialists to get into the mobile search market.
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The software giant may be developing a Windows Mobile OS-based competitor.
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Future AdSense integration demonstrateded at London Developer Day.
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(InfoWorld) - DoubleClick is expanding its advertising services for mobile phones, it announced Monday, as it continues waiting to find out if Google's attempt to buy it will pass muster with regulators. DoubleClick's media company customers can now sell and manage advertisements online and on mobile phones. The new capability is integrated into DoubleClick's publishing service so that publishers can schedule mobile advertisements in the same way that they currently deliver other online ads, it said. DoubleClick's technology delivers ads that will fit the screen size and capabilities of individual phones, the company said. Most of the online advertising leaders, including Google, have increasingly focused on the potential of delivering advertisements to mobile phones. Last week Google launched AdSense for Mobile so that developers of mobile Web pages can include Google ads on their sites. Google also has AdWords for Mobile, which allows advertisers to place ads that mobile users see when they use Google search. Google announced in April its intention toÂ buy DoubleClick for $3.1 billion. However, the U.S. Federal Trade Commission and a U.S. House of Representatives subcommittee areÂ investigating the planned acquisition. Privacy groups and Google competitors including Microsoft and YahooÂ have raised concerns about the effects of such a merger on competition and user privacy. While that battle goes on, Google and its competitors continue to develop their mobile advertising capabilities. AOL earlier this yearÂ bought Third Screen Media, a company that operates a mobile advertising platform.Â Microsoft this year bought ScreenTonic, a company that delivers location-based ads to mobile phones. In addition,Â Yahoo launched its mobile advertising networkÂ in March. The online giants face competition from traditional mobile companies, such as Nokia, which recentlyÂ acquired mobile advertising company Enpocket. The interest in mobile advertising is fueled by expectations of significant growth. While spending on mobile search and display ads this year should reach around $32.2 million, by 2012 it will hit $1.4 billion, according to a recent report from the Kelsey Group.
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Ad costs hit bottom line but subscriptions grow.
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New Doubleclick technology lets customers schedule, show ads on mobile phones.