The holy grail of advertising is targeting only those consumers with an intent to buy, when they are in a position to immediately walk into your store and complete a transaction. Apple and Google are both in pursuit of this goal, and the future is (almost) here according to a report in today's Wall Street Journal. In the past few months Apple has acquired Quattro Wireless and Google purchased AdMob Inc. According to the Journal, Google's new mobile search ad service may launch this week, "People who search for pizza ... might see a search ad with a phone number that they can click to call a nearby pizzeria."
> New Click to Call Phone Numbers in Mobile Ads (Google Mobile blog)