In this thesis, mobile advertising is studied from Sonera MobiiliTV application’s point of view. General guidelines and regulations, which need to be taken into consideration when designing advertisements into a mobile application, are presented.

The mobile advertising area is studied in general and some examples of past mobile advertising campaigns are presented. The most common delivery methods for mobile TV are studied as well as the most common programming platforms currently used for mobile TV service.

This thesis explains three iterative designs for presenting advertisements in Sonera MobiiliTV application. The acceptance of advertisements in Sonera MobiiliTV application as well as the effect of advertisements on the usability of the application were studied in two user studies. Based on the results a proposal for implementation of advertisements into Sonera MobiiliTV application is given.

Keywords: mobile TV, mobile advertising, mobile application