In March 2008, I had talked about the new Google phone based on the search giant’s Android software system. What was missing at that point was how Google intended to deliver the ads to their new cell phones.

But, now the picture has become a bit clearer as Google has joined Clearwire and Sprint in a consortium aimed at building a nationwide WiMax network. The theory is that cell phone users, when given a choice will choose Google for search, video, maps and other applications.

And, of course, along with these Google apps, ads will also be served. While this WiMax network is expected to take two years to build, Google, of course isn’t waiting this long to get into the game.

The search giant has convinced Sprint to drop Microsoft as their default cell phone search provider this summer and make the switch to the Larry and Sergey show. Ads served on cell phones, according to Google, convert twice as well as other ads.

So, search engine marketers had better be ready to delve into this new medium for targeting their clients’ businesses. When it comes to cell phone advertisements, in a very short while, Google will be saying, “Can you hear me now?”

Filed under: Google