In 2006, U.S. advertisers spent more than $270 billion on traditional media. This amount provides advertisers with a powerful means to reach mobile consumers -- more than any other form of mobile discovery. By activating traditional media, brands will be able to reach huge numbers of mobile "eyeballs." For example, a company's reach through traditional media will far surpass impressions on mobile banner ads. Mobile banner-ad impressions have limited inventory on carriers' decks and are viewed by relatively small numbers of visitors to those mobile portals.        

Nevertheless, mobile banner ads have proven to be an effective discovery mechanism. Bank of America, for example, placed banner ads on Verizon's deck to link consumers to a Cielo-built mobile application for home loans, obtaining clickthrough rates exceeding expectations.