iving ▁brief ▁text ▁messages ▁in ▁an ▁un ob tr us ive ▁way . ▁ ▁It ▁would ▁take ▁six ▁years ▁from ▁the ▁launch ▁of ▁S MS ▁until ▁the ▁first ▁case ▁of ▁advert ising ▁would ▁appear ▁on ▁this ▁new ▁data ▁media ▁channel , ▁when ▁a ▁Finn ish ▁news ▁provider ▁offered ▁free ▁news ▁head lines ▁via ▁S MS , ▁spons ored ▁by ▁advert ising . ▁This ▁led ▁to ▁rapid ▁experiment ation ▁in ▁mobile ▁advert ising ▁and ▁mobile ▁market ing , ▁and ▁the ▁world ' s ▁first ▁conference ▁to ▁discuss ▁mobile ▁advert ising ▁was ▁held ▁in ▁London ▁in ▁ 2 0 0 0 , ▁spons ored ▁by ▁the ▁W ire less ▁Mark eting ▁Association ▁( which ▁later ▁merged ▁into ▁the ▁Mobile ▁Mark eting ▁Association ). ▁The ▁first ▁books ▁to ▁discuss ▁mobile ▁advert ising ▁were ▁Ah onen ' s ▁M - Pro f its ▁and ▁Ha ig ' s ▁Mobile ▁Mark eting ▁in ▁ 2 0 0 2 . ▁Several ▁major ▁mobile ▁operators ▁around ▁the ▁world ▁launched ▁their ▁own ▁mobile ▁advert ising ▁arms , ▁like ▁A irc ross ▁in ▁South ▁Korea , ▁owned ▁by ▁the ▁parents ▁of ▁SK ▁Tele com s ▁the ▁biggest ▁mobile ▁operator , ▁or ▁like ▁D 2 ▁Communic ations ▁in ▁Japan , ▁the ▁joint ▁vent ure ▁of ▁Japan ' s ▁largest ▁mobile ▁operator ▁N TT ▁Do Co Mo ▁and ▁D ents u , ▁Japan ' s ▁largest ▁ad ▁ag ency . ▁ ▁Mobile ▁as ▁media ▁ ▁This ▁un ob tr us ive ▁three - way ▁communic ations ▁caught ▁the ▁attention ▁of ▁media ▁industry ▁and ▁advert