Google to patent mobile ad technology

Google has filed for a patent for delivering adverts to mobile phones and other handheld devices.

In accordance with patent office rules, the application provides images of how the adverts could look. Details are also provided on how the user might interact with them.

Last year Google’s CEO, Eric Schmidt, told attendees at the Stanford University Graduate School of Business, that he believes mobile phone calls could be paid for through advertising. The internet search giant has been looking closely at how to squeeze revenue from adverts to mobiles and analysts believe Schmidt’s comments are spot on.

Nicky Walton, senior analyst at Telecoms.com’s parent, Informa Telecoms and Media, said: “I think that until the cost of voice comes down, paying for your calls by watching an advert is an obvious and viable business model.

“There’s no doubt that mobile advertising is going to take off in myriad forms but especially location based services which we think will be one of the most lucrative areas,” Walton said. Asked what impact a company of Google’s influence would have, Walton said its interest “validates” what is currently a nascent market.