Wireless advertising is still in its infancy, with something like 83 percent of subscribers never having seen an advertisement on their mobile device. "The acceptable norms still have to be worked out," QuickPlay's Mark Hyland says. "But advertising is starting to become an expected or even welcome part of the mobile landscape, particularly when it brings something for free or at a lower cost."

Finding just the right touchpoint may be difficult, but this will get easier as more and more successful executions help advertisers zero in on the optimum approach to effective use of wireless. For example, Jen O'Connell of Voice Wireless is helping to develop a system that will allow radio listeners to text in their feedback to a show's producer. That's hot! Previous campaigns asked consumers to text the name of their city in order to receive information about their local radio outlet. Boring!

According to O'Connell, we all want to fit in, want our opinions to be heard and want to find out about things before others do. These memes, she suggests, will lead to the development of winning mobile campaigns.

Robert Moskowitz is a consultant and author.