A form of advertising that is communicated to the
consumer/target via a handset. This type of advertising
is most commonly seen as a Mobile Web Banner (top of
page), Mobile Web Poster (bottom of page banner), and
full screen interstitial, which appears while a requested
mobile web page is “loading.” Other forms of this type of
advertising are SMS and MMS ads, mobile gaming ads,
and mobile video ads (pre, mid and post roll).