Google (NSDQ: GOOG) may be paying $750 million in stock for AdMob, but even once the acquisition closes, it will continue to have a significant hole in its mobile advertising offerings.
That’s because neither Google or AdMob have the ability to insert an ad into a text message — at least on a large scale. The coverage gap is actually pointed out by Google itself on a site that explains the acquisition in detail. In an illustration, Google highlights how it is focused on mobile search and how AdMob is focused on display. But under the picture of an ad sent by SMS, neither company is listed.
So, the question is, is Google preparing for a second mobile advertising acquisition? A Google spokesperson did not reply to an email seeking comment, but it may not be a bad idea. SMS is something almost all phones are capable of doing, and today it still makes up 55 percent of the mobile advertising market, according to eMarketer. Contrast that to mobile search, which makes up 20 percent and display ads, which make up 25 percent. Those figures are no surprise to Google, which posted them today as part of the acquisition.
The list of companies in that space that could be potential candidates for Google or others include: 4INFO, HipCricket, Cellfire, SinglePoint, *iLoop Mobile* and VeriSign.