Mobile is undoubtedly the new medium of choice for advertising due to its reach and is arguably, the most direct channel to reach consumers. However, mobile advertisers and other agencies vying to make a mark in this space have to overcome the very important issues related to user privacy and perception of unsolicited content. And although, advertisers recognize the reach and effectiveness of the mobile in delivering interactive, customisable, flexible and cost-effective ad campaigns, measuring the effectiveness of such campaigns and finding the right fit for mobile amongst a mix of other media has been less than promising. A new analysis from Frost & Sullivan, "Sizing-up the Mobile Advertising Opportunity in Asia-Pacific", revealed that mobile advertising across 13 Asia-Pacific countries generated revenues of USD 807.8 million in 2007 and is expected to reach a market size of over USD 4.0 billion by end of 2012, at a CAGR (compound annual growth rate) of 37.8 percent (2007-2012).