In what the companies claims is a US industry first, CBS Mobile has teamed up with Medio Systems, which provides mobile search and advertising solutions, to add search capabilities and search-enabled advertising opportunities to its CBS Mobile websites. The partnership marks a significant milestone for both companies in driving a standard for delivering easy-to-access mobile content to a growing mobile Internet audience, which is projected by eMarketer to exceed 750 million users worldwide by 2010. 
Under the agreement, Medio Systems will provide CBS Mobile users with the ability to easily search and navigate content on CBS Sports Mobile (wap.cbssports.com), CBS Mobile News (wap.cbsnews.com), and CW Mobile (wap.cwtv.com) mobile websites. The partnership also expands the wide-ranging menu of advertising options CBS mobile can offer its clients.
Medios search is truly mobile-centric in concept and design,” says Cyriac Roeding, Executive Vice President of CBS Mobile. When users search their favourite sports team on their cellphone, they want a very different search result than they would online. For instance, on their small screen, they might want a quick snapshot of the latest scores, injuries, news and gossip about the club.  This is the kind of experience we will be providing within CBS Sports Mobile with Medio Search. We are committed to joining forces with best-in-breed partners to ensure the user experience is second to none.”
Medio Search is implemented on CBS Mobile sites via an easy-to-use
search box. Search results will pull relevant information from CBS site
content, as well as from the entire mobile web. Relevant ads will
appear adjacent to the search results. They will be based on the users
own search terms, thus will be highly targeted. Clicks on ads
surrounding CBS content translate into revenue for CBS Mobile. Also,
content from CBS Mobile will be added to the Medio Mobile Web index,
which includes content from all of Medios partner sites.
The CBS announcement marks the official launch of Medio Mobile Search for Publishers, an ad-supported search solution that is built and optimized for the mobile experience. Through Medio, marketers can reach and target audiences across all of
Medios partner sites. This, says Medio, makes Medio MobileNow one of
the largest aggregated mobile search advertising networks in the US.
CBS has great insight into mobile consumption from their audience, and clear vision for extending brand loyalty beyond its outdoor, television and online media entities, says Medio Systems CEO, Brian Lent. Were excited to partner with CBS on creating a standard for what consumers should expect from a mobile experience. Medio understands the nuances of a mobile experience, and how its drastically different than performing a search on a PC. Not only do users want quick access to answers or content in the fewest number of clicks, they also want relevant content that is optimized for their phones screen. We look forward to delivering this to the CBS Mobile audience.”