Is Google right?

Mobile ads will one day be a bigger opportunity for Google than the desktop. Or so Google's Schmidt says.

However, skepticism is abound.

So, perhaps Schmidt is wrong, and the opportunity with mobile is not with advertising but is with other mobile information services. It wouldn't be the first time that one technology didn't translate directly to a newer technology.

The key is to be adaptive, not replicative.

Meanwhile over in Mobile Advertising Land: In-SMS Ads

This is being reported as a first. Interesting, since ad monetized services have often emerged as stronger survivors compared to paid/subscription services on the web.

The story is worth clicking into to get the background, but here's a snippet:

>>

Ads inserted in peer-to-peer SMS have a much higher chance of being read as they are less intrusive than the usual SMS push. In-SMS advertising allows for the integration of multiple interactivity features such as click-to-WAP, click-to-call or click-to-download. Moreover, thanks to Amobee's technology, Orange is able to accurately target specific geographical zones or delivery times.

Test results measured during the nine-week testing period are very positive in terms of acceptance rate, service delivery, click rates, number of inventories and the impact on brand recognition.

>>