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Microsoft began its mobile advertising campaign in the US.

The first ads from Bank of America, Jaguar, and Paramount Pictures have been placed on US MSN Mobile. But this is just the beginning: the company's ad-strategy presupposes expansion from mobile environment to the XBOX Live service.

Until now Microsoft's mobile ads could be seen in Belgium, France, Spain, Japan, and the UK.

Harris Interactive has conducted a research and found that consumers are open to receiving advertisements on their cell phones. The research covers current levels of consumer interest in mobile phone advertisements, preferences and the willingness of consumers to be profiled. It emerged that 35 percent of adult cell phone users are willing to accept incentive-based advertisements such as 78 percent said the best incentive would be cold hard cash, free entertainment downloads and discount coupons.

Yahoo! is testing ads on mobile phones at its WAP portal with actual images not only text. We still don't know the reaction of Yahoo!'s mobile users. It is a fact that images take bandwidth, thus this will be difficulties for global Yahoo! users who don't have unlimited bandwidth on their mobile phone WAP browsing plans, besides that will have to pay to view ads in case they are not on an unlimited plan.

It leaked out the world that Google is testing text ads for its mobile search service, although Google didn't announce a word about it. However some users declare seeing the ads and screen captures have been posted online. However the Google button announced by Motorola has yet to make an appearance.