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Yahoo Offers Mobile Display Ads In 19 Countries

Yahoo is serving mobile phone banner ads from the likes of Hilton's Embassy Suites, Infiniti, Intel, Nissan, Pepsi, Procter & Gamble Asia Pacific, and Singapore Airlines.

Yahoo is now offering mobile display advertising though its Yahoo Mobile Web service in 19 countries, extending the graphic ad platform for phones that it launched in the United States late last year.

Yahoo is serving mobile phone banner ads from the likes of Hilton's Embassy Suites, Infiniti, Intel, Nissan, Pepsi, Procter & Gamble Asia Pacific, and Singapore Airlines starting today. The ads will appear atop the Yahoo Mobile Web home page.

Mobile advertising appeals to marketers as a way to "reach consumers when they're on the move and communicate with them in a way we haven't before," as John Vail, director of interactive marketing, Pepsi-Cola North America, puts it. The new ad platform is available in Argentina, Australia, Brazil, Canada, France, Germany, India, Indonesia, Italy, Malaysia, Mexico, Philippines, Singapore, Spain, Taiwan, Thailand, United States, United Kingdom, and Vietnam.

Like its rivals, Yahoo has been moving aggressively to expand its mobile offerings. In January, the company launched a new mobile search service, Yahoo oneSearch. The service "understands what consumers are looking for and presents answers directly in the results -- not just a list of Web links to PC sites," says Marco Boerries, senior VP of connected life at Yahoo.

Cybercriminals are embracing mobile devices as well. Attacks on cell phones rose by a factor of five in 2006, according to a study released today by security software company McAfee and research firm Informa.

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