Mobile advertising holds strong promises to become the most highly targeted advertising medium offering new ways to target messages to users. By utilizing mobile advertising, companies can run marketing campaigns targeted to tens of thousands of people with a fraction of the costs and time compared to other direct marketing mediums. However, as mobile advertising is a novel approach, many aspects of it still need further investigation. Little is known regarding the effectiveness of mobile advertising campaigns and the factors contributing to their success. This article aims to provide a comprehensive understanding of the advertising space and its influencing factors. First, the study investigates factors that influence mobile advertising from both the industry?s and consumer?s point of view. Second, based on a review of previous studies in the field, the author proposes a conceptual model for mobile advertising, which categorizes the factors in different groups and provides a holistic view of their impact in the mobile advertising space.