Mobile ad agency 4th Screen Advertising has launched a mobile search division. 4th Screen says the division is already working with a number of leading WAP publishers throughout the UK, and that it will complement the companys established mobile display advertising practice that creates and delivers campaigns for brands using banner advertising.
4th Screen Advertising has already established relationships with Yahoo! and Google, as well as many other leading UK and international mobile search providers. The new division leverages these relationships, and will drive targeted traffic to clients WAP sites. Much like traditional sponsored search, advertisers can now develop text ad listings and campaigns for mobile and wireless devices and then bid for keywords which they pay for on a pay-per-click basis.
The mobile search team at 4th Screen will provide a full service, including keyword bidding, consulting on campaign forecasting and optimisation, tracking of results, and ongoing campaign management to ensure maximum ROI on behalf of their clients.
The value of mobile advertising to brands, agencies and content providers is now a given says 4th Screen MD, Mark Slade. Adding a mobile search competency to our core services provides our clients with all the elements needed to build and derive total value from mobile ad campaigns.
Araz Heydariyehzadeh, Head of Mobile Strategy at Yahoo! Search Marketing adds:
Mobile advertising is a key focus for Yahoo! moving forwards, with banner and search advertising successfully up and running on our mobile portals. Together,  Yahoo! and 4th Screen Advertising will allow advertisers to reach a more targeted audience and mobile publishers to monetise their sites. It is great to see agencies like 4th Screen dedicating resource to the fast growing area of mobile search.