Overture To Bring Web Advertising To Mobiles
Internet search specialist Overture has announced a deal with two of the UK’s largest mobile networks to provide web-style advertiser-sponsored search links to mobile phones across the country.
The deal, struck between Overture and mobile operators Orange and Vodafone, represents a leap in mobile advertising which is expected to fuel a rapid increase in penetration for search targeted marketing.
Both Orange and Vodafone will begin carrying the sponsored links on their WAP portals, Orange World and Vodafone Live! respectively, later this spring. Overture will retain responsibility for selling adverts on the operator’s portals in much the same way as conventional, web-based search targeted marketing is managed.
Customers using their mobile phones’ WAP capability to search for specific topics will be presented with the sponsored links and can even be guided towards purchasing goods over the phone via a “call this number” link.
Overture have already announced online travel agent, Lastminute.com, as one company that will be employing the new technology and has indicated that more network operators and WAP portals will carry the technology in the next few months.
Search targeted marketing now accounts for more than 35% of online advertising revenue and increasing competition in the sector has lead to calls for the creation an independent industry body to establish clear guidelines and best practices (see Online Expected To See Revenue Reach £350 Million).
Last month online market research firm E-Consultancy published a special 125-page report to help educate advertisers interested in the rapidly developing sector, The Search Engine Marketing Buyer’s Guide is aimed at businesses on the verge of outsourcing search requirements and those keen to learn more about the process of optimising websites for search engines (see Search Marketing Needs Best Practice Guidelines).
Earlier this year Overture extended its search distribution deal with UK ISP Freeserve and its parent company Wanadoo. The new deal will see the company, which is now a subsidiary of internet giant Yahoo, continue to provide paid listings to Freeserve UK, Wanadoo France, and Wanadoo Spain throughout 2005 (see Overture Extends Search Distribution Deal With Freeserve).
Overture: 0207 071 3510 www.uk.overture.com
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