What are the basics of mobile advertising?

Keep it sharp, sweet and straight to the point you have only a couple of seconds to grab the attention.

Mobile advertising included WAP Application (Surfing Web on Mobile), Android Application, I Phone App, Blackberry App & I-Pad App.
As far as basics of Mobile advertising are concerned its more or less same as that of Online advertising only the ad sizes gets changed.
Terminologies and buying process used for Mobile advertising remains the same as it is with online advertising but the best part of Mobile advertising is that you can do better targeting of audience and cover more audience as the number of person surfing internet through mobile is more than those who surf information through desktop/Laptop ( Source: Report ).
My personal experience has seen a better CTR through mobile advertising when compared to online banner advertisement this means performance through Mobile is better.
Just to reiterate the terminologies used (Both in Mobile & Online) are as mentioned below: CPC, CPM, CPL etc are used as buying parameter and to measure performance the same metric of CTR, Engagement ration etc are used.