SearchEngineJournal has a article featuring the emerging upside trend in Mobile Advertising. The article adds more stuff to the reason why Google is so keen on releasing its Android platform and partake in the spectrum auction if only to make sure that the major chunk is available for open-ended application development.

The article quotes that mobile Search Advertising will hit $3.8 billion by 2012 and of that U.S. will constitute $1.4 billion ( read, less that half ). These are indeed globally relevant figures. Mobiles will bring in a shift in spending.

Mobile advertising space is where many market researchers believe that Google can perhaps be toppled as well. In the mobile segment form factors have a big role to play and the search game is hardly about just delivering the relevant results. Google may be the best site to search out a desired page but what if the site is rendering gibberish on the mobile device?

This is where portals make such a big difference. With portals, there is much more control on the viewing of the data and with iPhone setting the flood gates open for innovation, there is much to be expected on this front.