Read write web posted a small article about Mobile Advertising and how it can work:
“For the much-sought-after and elusive 18-24 year old segment of the market, mobile advertising has promise. In fact, according to data from a BIGresearch study, it’s twice as effective among younger consumers with 14.2% of 18 to 24 year-olds saying that mobile video influenced them and 15.9% saying text messaging did.”

New Line Cinema ran a test on the ad-supported Greystripe mobile game network.

Results are interesting:

Mobile advertising on the Greystripe network led to ignificant increases in awareness of and interest in The Golden Compass” film. The ads were not only highly noticed by the overall audience

“Mobile Ad Awareness increased by +59.7 percentage points — but respondents exposed to the ads also exhibited a 19.3 percentage-point increase in awareness of the film’s title.
Furthermore, ad exposure resulted in a +9.5 percentage-point increase in interest in seeing the film among overall respondents. “

Entire study here 

Businessweek reports about Tesco’s success in mobile advertising:

“The mobile virtual network operator has been trialling a WAP advertising portal since May 2007, which Tesco said has displayed strong month-on-month growth, gaining 300,000 unique visitors in December.

Banner advertising served up on the portal delivered a click-through rate to tailored WAP campaign sites of between three and seven per cent, said Tesco. Brands advertising on the portal included Bee Movie, ITV, Nivea and Teletext.

Tesco said the user-base of the portal has a strong segment of female household budget owners with an average age of 36—a demographic it said is particularly valuable for fast-moving consumer goods such as toiletries and cleaning products.”

Admob release their latest stats and it’s extremely impressive: