Search on mobile is no longer a frustrating wait delivering irrelevant results thanks to the slick Yahoo! onesearchTM made available on AT&Ts on-deck MEdia Net portal. It is an intuitive search platform that returns not only the movie you are searching for but the show times at local theatre, reviews, news, and cast information.

Yahoo! oneSearchTM has over 60 global partnerships and is the leader in mobile search. This partnership with AT&T and Yellowpages.com will reach tens of millions of mobile Internet users in the United States and provide advertisers with reach and scale.

Not long ago mobile advertising could be summed up as “text and win” competitions, local coupons, and SMS programs. The results were dismal to say the least. But now with billions of mobile web pages visited by consumers every month in the US and throughout the world mobile advertising has newer and faster legs.

To measure the effectiveness of a mobile campaign it starts with basic parameters. This includes:

• Reach and frequency – measures the number of unique users and the number of impressions for those unique users
• Rich media – measures video and audio completion, the time spent viewing, replay counts, and viral measurement for when people share with their friends
• Direct response -measure  cost per click (CPC), cost per lead (CPL) or cost per sale (CPS) or customer retention
• Branding measurement – measures ad recall, purchase intent, or transactions

The interactivity of the mobile space provides a level of consumer engagement not possible before. Better metrics provide a major breakthrough for advertisers. However, like any advertising campaign the key to success rests on the ability of the advertiser to understand the needs of the consumer in this space and to engage them in an appropriate and meaningful way.