1. Profits
1.1. Costs
1.1.1. Projected to reach $2 billion in 2011 Source: Anonymous, . "Mobile Advertising Projected to Reach $2 Billion in 2011. " Book Business 1 Jan. 2011: ABI/INFORM Trade & Industry, ProQuest. Web. 17 Feb. 2011.
2. Privacy
2.1. Permission Based Advertising
2.2. Flaherty, Theresa, and Irvine Clarke. Advances in Electronic Marketing. Hershey, PA: Idea Group Publishing. 2005. Print. (139-152)
3. Relevance
4. Attitudes
4.1. Marketers
4.2. Consumers
4.2.1. Personal Experience
4.2.2. Statistics
4.2.2.1. Many see SMS ads as "ad-clutter"
4.3. Tsang, Melody M., Ho Shu-Chun, and Liang Ting-Peng. "Consumer Attitudes Toward Mobile Advertising: An Empirical Study." International Journal of Electronic Commerce 8.3 (2004): 65-78. Business Source Complete. EBSCO. Web. 17 Feb. 2011.
4.4. Koo, Wanmo, M.S. “Generation Y Attitudes on Mobile Advertising: Impacts of Modality and Culture”. August 2010. University of North Texas. Web. 15 Feb. 2011
5. Effect on Marketing Strategies
6. Trends
6.1. SMS
6.1.1. Gauzente, Claire. "Does anybody read SMS-advertising? A qualitative and quantitative study of mobile users' attitudes and perceived ad-clutter." International Journal of Technology and Human Interaction 6.2 (April-June 2010): 13(17). Academic OneFile. Gale. Grand Valley State University. 17 Feb. 2011
6.2. Smartphones
6.3. Tablets/iPads
6.4. GPS
6.4.1. Tang, Justin, and Nate Gertsch, et al. “Ad As You Go: A Study of Ad Placement on Personal Navigation Devices”. No Date. 1-5. Web. 15 Feb. 2011.