Abstract: An advertising system and method for displaying an advertisement on the display of a mobile device on the basis of geographical and/or calendar characteristics of the mobile display. The mobile device is connected to a memory over a communications network, the memory for storing the advertisement and a predetermined geographical characteristic value. A processor is connected to the memory for selecting an advertisement based on whether the geographical and/or calendar characteristic of the mobile device matches the predetermined geographical and/or calendar characteristic value and for instructing the mobile device over the communications network to display the selected advertisement. Accounting information is compiled and includes the number of times that the selected advertisement is displayed, the times at which the selected advertisement is displayed, and the geographical characteristics associated with the mobile device when the selected advertisement is displayed.