Yahoo (NSDQ: YHOO) Europe has launched a pitch to build up a network of mobile agencies that will help it offer a one-stop shop to advertisers, in an effort to boost ad sales throughout its European operations, reports NMA.co.uk. In the past, Yahoo worked with agencies on an informal basis, but wants a more formal roster that it can turn to to help advertisers develop mobile ads. Yahoo Europe’s director of monetisation of Connected Life Charles Sword said it was “vital” to simplify the process of buying ads. In the UK, Yahoo has search or ad sales deals with the UK’s top operators. It currently handles the mobile ad sales for T-Mobile, Vodafone (NYSE: VOD) and Three, with Virgin Media (NSDQ: VMED) signing Yahoo earlier this month to provide search for the MVNO’s mobile portal.

Meanwhile, in an interview with Mobileeurope.co.uk, Sword gave an optimistic picture of mobile advertising in 2009. He noted that customer behavior has changed, in large part to social networking going mobile, which has led to a “huge upsurge” in the use of Yahoo Mail and Messenger on mobile, which doubled in the first three quarters of 2008. Sword told Mobileeurope.co.uk that the numbers were beginning to sway a lot of agencies who had been “a little sceptical” of mobile advertising, and that Yahoo was getting a greater participation by brands, and more repeat business.