Advertising has appeared on all mass media in some way or another. The first mobile ads appeared in Finland in 2000 to support free daily news via SMS. The first modern mobile advertising company was formed in Japan in 2001. But the primary types of mobile advertising today are spam SMS text messages and banner ads on WAP pages, both copies of earlier media. Just like Google innovated creating a new advertising format for the internet, now we need to invent new advertising formats for mobile.
