Google rumored to introduce new mobile search ad format

Google is reportedly poised to debut a new mobile search-based advertising initiative targeting the smartphone segment. Citing a source familiar with the matter, The Wall Street Journal reports the Google ads will more closely integrate mobile search results with advertiser information and user location--e.g., users who search for "pizza" will see an ad featuring a click-to-call number for a nearby pizzeria.

In a recent interview with the Journal, Google CEO Eric Schmidt said the mobile advertising industry's growth will take time. "It's probably the case that the real impact on mobile [advertising] will come from products that aren't yet built," Schmidt said, citing emerging opportunities, like augmented reality software, which offers consumers additional information about what their phone is pointing at. Schmidt has long been bullish on the promise of mobile advertising, contending in 2008 that "Over time [Google] will make more money from mobile advertising. Not now, but over time."

For more on Google's next mobile ad move:
- read this Wall Street Journal article

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