I have to admit, I thought mobile marketing would be further along by now...but Yahoo has taken its first steps to get things speeding along. According to Reuters:
The Internet media company said it plans to offer what it calls Yahoo Mobile Publisher Services, a suite of services to place targeted advertisements in response to searches consumers perform on mobile Web browsers.
The company said beyond advertising that would run on its own Web pages, it is working with three initial partners with established mobile audiences.
The Yahoo Mobile Ad Network will include MobiTV, an early leader in delivering TV to mobile phones, Norway's Opera, whose browser is featured on many phones in Europe and Asia, and Go2, a U.S. yellow pages service for mobile phone users. The first ads will run in the second quarter.
It's exciting stuff. Now to get things moving for real, more agencies need to get on board (a lot of retailers are chomping at the bit for this stuff) and providers need to start doing a better job of bundling mobile Internet services.