Yahoo, MobiTV form advertising alliance

Yahoo! will be the ad network partner for MobiTV’s mobile video advertising sales and delivery, providing top brands access to a one-stop, fully integrated mobile media-buy across all advertising modes, including text, banner and mobile video.

“MobiTV is the pioneer in mobile television and we are excited to work with them to continue to grow the mobile advertising marketplace,” said Bruce Stewart, vice president, business development, Yahoo!. “As an undisputed leader in digital advertising across both the PC and mobile, we are uniquely able to combine valuable inventory with our global sales force and deep technology to deliver the comprehensive solution top advertisers are looking for as they go mobile.”

“Clearly this alliance provides a broad spectrum of value. In the near term MobiTV will leverage Yahoo!’s world-class advertising sales and systems capabilities,” said Jack Hallahan, vice president of advertising for MobiTV. “As we progress, we will deploy additional features including next-generation interactivity, location-awareness and click-to-act – maximizing the currency this alliance offers brand advertisers, while providing consumers a relevant and meaningful experience.”

Yahoo! will use the latest technology to deliver mobile video advertisements across MobiTV’s range of compelling live television and premium programming. Yahoo!’s experienced sales force and technology team will work to deliver the best possible experience for both advertisers and consumers. The first advertisements will go live later this year.

“It’s a privilege to collaborate with Yahoo!, a pioneer in behavioral targeting techniques, to deliver advertising which will be targeted and contextually relevant to the mobile environment,” said Ray DeRenzo, vice president of business development at MobiTV.