This paper shares the story of our mobile research evolution from early stages and challenges trough to the current state of play opportunities. This approach is unique because as far as we know there has been little documented mobile advertising research trials. We begin by summarising our initial early studies and then focus oh how we have applied and what we have learnt in two highly competitive advertising spaces. The first is the State of Origin Rugby Series in Australia and the second is the world's most expensive advertising platform, the Super Bowl 2014 in the United States. We hope our findings spark questions and ideas within the industry about how mobile research can deliver richer and more relevant insight for the future.