Interesting article on mobile advertising:
Why Mobile Will Dominate The Future Of The Of Media And Advertising
To be honest I think the whole advertising model should be rethought. In my experience the problem is that the only way people think of advertising on the mobile platform is by creating a huge and extreme ugle banner which ruins the UX. It would be better to have sponsered links or something else where the sponser is a part of the UX, e.g. like you see in video games.