This is what I call social networking media advertising.  Advertising that works based on experience. 

What if you were able to send ads to your friends if you knew what their preferences and interests were?  Do you think that might be well received by your friend?  For example, do you think a guy wants an ad for Tampax?  Probably not, but he might prefer an ad by a golf company or razors from Gillette or beer or vodka ads from Budweiser and Absolut respectively.  But what if he doesn’t drink?  He couldn’t care less about a beer or vodka ad.

In the article today from C|Net talking about mobile advertising getting traction sure that is likely to happen, but it will only have a financial impact if there are measurable conversions.  If you look at call tones (where you can play a song for a friend while they call your mobile phone and are waiting to connect with you) we can configure call tones on your cell phone based on the user who is calling us.  Why not do the same kind thing for them on an advertisement?