It’s no secret that advertising is Google’s main driver of revenue. And with the masses now adopting smartphones here in the United States, it is also no surprise then that the company wants to make certain it understands (and controls) this ripe, new, and powerful advertising channel.

In an effort to do this, Google has formally announced teaming up with Boston based Digitas, a leading integrated brand agency with a reputation for being data-driven and metrics centric. The two companies will drive and generate primary research around mobile marketing based on their original search and marketing data.

Digitas explained to BostInno about the partnership, “We’ll be working together to forecast trends, inform investment strategies, and drive increased adoption and deployment of mobile-optimized websites.”

The first fruit of this partnership was released late yesterday, and dove into mobile search queries around Mother’s Day 2011 for the term “flowers.” The volume of search queries from mobile devices for that word doubled from 2010 to 2011.

Here are more specific findings released by the two companies in their inaugural study:

• On Mother’s Day 2011, 33% of Google search queries for the term “flowers” came from mobile devices.
• Mobile search queries for “flowers” increased by 100% compared with the same period last year.
• In the week prior to Mother’s Day desktop searches for “flowers” increased from Monday to Friday, then declined on the weekend, while mobile queries steadily increased all week and maxed out on the weekend.  While this is in line with general mobile/desktop usage trends, on the weekend of Mother’s Day, the increase in mobile searches on “flowers” was much higher that usual, as last minute shoppers scrambled to find a bouquet for mom.
• Google searches on “mother’s day gifts” were relatively consistent across mobile and desktop suggesting that perhaps flowers were the last minute purchase of choice for many Mother’s Day shoppers.

“The data is clear – people are using their mobile devices to find, shop and buy,” said Jason Spero, Director of Google Mobile Ads. “But users are ahead of businesses right now. Businesses are not always ready to engage them on mobile. By working with Digitas to combine our insights and experiences, we hope to help marketers embrace mobile and provide their customers with a positive experience on this critical platform.”

Digitas will take these mobile search insights from Google to help inform and drive successful mobile marketing campaigns for its clients.

“There are over 5 billion mobile phone units bridging the human network across the planet. The reach of mobile devices is unprecedented and the possibilities it brings for brands to connect people with people is exciting,” said Laura Lang, global CEO, Digitas. “With this collaboration, our collective mission is to take a bold step towards realizing the potential of mobile marketing in creative and surprising ways.”

We look forward to following more mobile marketing trends released by Google and Digitas in the coming year.