The potential market for mobile advertising ranges from the relatively unsophisticated small advertising buyers attracted to Google and large scale national and international "brand" advertisers (automakers, soft drinks, fast food), who demand rigorous measurement methods before they'll part with their 9-figure ad budgets.
This report identifies the key drivers that are moving mobile advertising forward and identifies several items making cellphones a unique advertising medium. There is also information about various mobile advertising business models and the companies that are most influential in the market.
The research also examines the effects of the iPhone and the Google phone and examines the notion of advertising-supported cellular service.
n the glorious but unlamented dotcom boom, the key goal for many online applications seemed to be "attracting eyeballs" (users) who would then attract enough advertising revenue to become ad supported.