Google Ad Sense Mobilised

I assume you will just get a list following a search query? But will it be mix of organic and paid? How will they arrange this? All I have seen so far is the image below, which suggests that you will get a list of paid results only.

I read in the US industry press that ad units include single and double ads, WAP 1.0 or 2.0 in the normal colour palette for integration. A prize to whoever can explain that for me...

Another interesting unknown is how we will use it? Mobile advertising is undoubtly the next great opportunity in digital media but consumer adoption of these new game-changing applications rarely goes according to plan. Who would have predicted that Instant Messaging would be so popular in the office between people two feet apart?

We will of course all access it if we are looking for local information while ‘on the go', as long the cost is reasonable and it's as easy as texting. The currently competition, using directory assistance, has some serious limits, primarily the time it takes.

But outside of this obvious application it will be interesting to see how Google, or Yahoo for that matter, the race is not won yet, monetise mobile traffic.

Finally, how much is it to get a mobile site built, we got quoted $40k for Digital Ministry.

Who are the leading players in the mobile site development space? Are they the major digital agencies, or are they a new breed of upstarts about to shake us all up?