Abstract: The present invention is generally directed toward a system and methods of placing content, including advertising, content on a mobile device in response to an event in the operational lifecycle of the device. The event defines an opportunity between power-up and power-off when the user's attention is likely drawn to the device. The inserted content can be any media form including graphic, image, video, animation, audio or textual and can be fully interactive. The content is inserted before, during, or after an event in a minimally intrusive manner so as not to interfere with the communications features of the device. The system and method reward the user for each display of content.