Voda and Yahoo in Mobile Ad Tie-up

Vodafone is partnering with Yahoo to offer savings on some of the mobile phone companys services to customers who agree to take targeted advertising on their handsets. Yahoo will deliver the advertising content.
Vodafone Commercial Director Tim Yates was on BBC Radio 5 this afternoon, plugging the new service. He told listeners that consumers would value advertising that was relevant to their needs.
From what Yates had to say, it appears the savings available to customers will be against Mobile TV and gaming services, rather than on voice calls or text messages. The service is expected to launch in the first half of 2007.
The news came as Vodafone announced a half-year loss of 3.3 billion. In April 2006, Vodafone announced a loss of 14.9 billion for the previous 12 months.