Mobile advertising is an effective marketing channel as it can reach many Australians who use mobile phones and devices. It allows for targeted advertising to specific audiences based on parameters like location, interests and demographics. Mobile advertising campaigns can be measured through sophisticated reporting on metrics like banner impressions, click-throughs, calls, downloads and competition entries. Several example campaigns are discussed that successfully used mobile channels like banner ads and SMS to drive brand awareness, engagement and direct responses for companies in various industries. The document advocates that mobile advertising should be integrated into marketing mixes as consumers increasingly use mobile devices.