Ad as You Go: A Study of Ad Placement on Personal Navigation Devices

Mobile advertising (M-advertising) is an emergent trend in the marketing world. "M-advertising enables not only the sending of unique, personalized, and customized adverts, but also the ability to engage consumers in interactions with the sender of the message." Cell phones, PDAs, and other mobile devices have been tapped to exercise this newfound resource. In traditional advertisement, such as newspaper, television, or flyer ads, the advertisers only need to provide marketing information such as promotions, coupons, or product information. In contrast, M-advertising ads are additionally expected to be more "Useful" than traditional ads, to compensate for their intrusiveness.