methods and systems for presenting advertising content within instant messaging or chat applications on mobile devices are disclosed . the methods and systems described herein can also be used in other types of communication applications , such as email applications . in addition , these methods and systems can be applied in the context of non - mobile devices , including any non - mobile device used to access the internet or any non - mobile device that provides messaging or advertising capabilities . for example , the methods and systems described herein can be applied to in - store kiosks or other fixed hardware that displays advertising or allows a user to communicate with other users or with a central office of the store . the methods and systems include a mobile device running an application that includes instant messaging , chat or social media functions . the user interface of this application may include a display area , referred to herein as a message display , that shows an instant messaging , chat , or email conversation . a message display typically includes user interface elements that correspond to individual messages within a conversation — such as , for example , speech balloons or speech bubbles . alternatively , a message display may depict one - way communications such as , for example , news feeds , blog feeds or other one - to - many messages . the user interface may also include a display area , referred to herein as a list display , that shows lists of instant messaging or chat conversations , friends , contacts , buddies , groups , feeds , news , communities , photos , videos , music , favorites or other content . a list display includes user interface elements that correspond to items in the list , such as individual instant messaging or chat conversations . making a selection from an item in the list display may direct the user interface to a corresponding message display . as shown in fig2 a , a mobile device 21 may receive many different types of messages from various sources via the application provider or service provider 22 . a mobile device 21 may receive messages from other users 23 and respond with messages of its own . a mobile device 21 may also receive content from third party content providers 24 , such as news sources , blogs or other sources of broadcast one - to - many content providers . an application running on mobile device 21 may display conversations comprising one or more messages exchanged with other users 23 , as well as content received from third party content providers 24 in one or more message displays . the application running on mobile device 21 may also display , as a separate part of the user interface , a list of these conversations or sources of content in a list display . in addition to other users 23 and third party content providers 24 , the mobile device may also receive messages or content from one or more advertisers 25 . messages and content from advertisers 25 are displayed in the message display or the list display in a manner that resembles messages and content from other users 23 and third party content providers 24 , as described below and illustrated in fig3 a , 3 b and 4 . according to one aspect of the present invention , the application provider or service provider may present an interface through which it will receive advertising content and either forward or serve that advertising content to the users . alternatively , the application provider or service provider may act as a central clearinghouse for advertising content and retain some editorial control over the content . advertisers 25 may create and submit advertising content through the application provider or service provider 22 without any particularized knowledge of the characteristics , attributes , actions or patterns of actions of mobile device 21 . in this case , advertising content can be predetermined and adjusted periodically on a timeframe determined unilaterally by advertisers 25 or the application provider or service provider 22 , or by some arrangement between them . the mobile device 21 may report data related to characteristics , attributes , actions or patterns of actions of mobile device 21 or its user to the application provider or service provider 22 , which could , in turn , forward this information to advertisers 25 . in these instances , advertising content can be selected or adapted based on this data . for example , if a characteristic of mobile device 21 is a cellular phone network for which it is enabled , the advertiser 25 or the application provider or service provider 22 may choose not to present any advertising content related to the cellular phone network to which mobile device 21 is already subscribed . alternatively , if mobile device 21 reports data related to patterns of action taken on the mobile device , the advertiser 25 or the application provider or service provider 22 could advantageously select or compose advertising content calculated to be of interest to the particular user of mobile device 21 . mobile device 21 could report data related to a conversation the user is currently having , attributes inferred from past or present conversations , demographic information about the user , or times that the user runs the application or other applications . fig2 b depicts an alternative design and configuration where communications between the various entities 23 , 24 and 25 are not routed through or via the application provider or service provider 22 , but may be directly sent to or exchanged with the mobile device 21 . in this configuration , the application provider or service provider may design an interface through which advertisers can push advertisements directly to users . the mobile device 21 may report data related to characteristics , attributes , actions or patterns of actions of the mobile device 21 or its user directly to advertisers 25 . as noted above , advertisers 25 could select or adapt advertising content based on this data . one of skill in the art will recognize that this invention will work in either of these configurations , or any combination of central or distributed communication routing . fig3 a depicts an example of a message display 31 from a messaging application . this message display 31 shows a conversation comprising messages exchanged between suzie smith and her partner , in which the user interface elements corresponding to each message , referred to herein as message elements , are speech bubbles and the user interface element corresponding to the advertising content , referred to herein as an advertisement element , is a rounded rectangle . suzie smith &# 39 ; s messages to her partner 32 are depicted in speech bubbles originating from the left hand side of the message display 31 and her partner &# 39 ; s messages to her 33 are depicted in speech bubbles originating from the right hand side of the message display 31 . advertisement element 34 is displayed during the conversation after the message received at 11 : 07 p . m . 33 a but before the message sent at 11 : 13 p . m . 32 a . advertisement element 34 stays embedded within the conversation and scrolls up the screen as the conversation progresses . alternatively , advertisement element 34 may not be embedded within the current conversation , but rather be displayed before the first or after the last visible message element within the message display . in this configuration , advertisement element 34 does not scroll up or down as newer messages are received . advertisement element 34 resembles message elements 32 and 33 , but is distinguishable from those message elements , such as by appearing within a rounded rectangle outlined in a different color as compared to the speech bubbles used for message elements 32 and 33 as shown in fig3 a . advertisement element 34 may be differentiated from message elements 32 and 33 in additional or alternative ways , such as for example by using a different size or shape , different font , font style , or font size , a different text color , or a different background color . alternatively , advertisement element 34 could appear in the same format and style as the messages in the conversation . one skilled in the art will recognize that there are many ways to implement a message display and that this invention is not limited to any particular implementation . fig3 b depicts the same message display as fig3 a , but highlighting the time remaining field 35 of advertisement element 34 . a variable but predetermined display duration is associated with the advertising content displayed in advertisement element 34 . when the display duration expires , advertisement element 34 disappears from the message display and is no longer retrievable or viewable by the user . while advertisement element 34 is displayed , the remaining display duration is shown in the user interface in a time remaining field 35 , which is continuously updated as the display duration elapses . the display duration may be determined by the advertiser , by the application / service provider , by agreement between the advertiser and the application / service provider , or by some other method . the display duration may be infinite , in which case advertisement element 34 will not automatically disappear , but rather persist within the conversation as a normal message until deleted in some other fashion by the user or application . the display duration may be measured from the time the advertising content is received by the mobile device , or from some later instant , such as when the advertising content is visibly displayed , after a certain number of messages have been sent or exchanged , or after the user has taken some other subsequent action . if the mobile device is configured to report data related to the current conversation , the application / service provider or advertisers could determine the identities of the parties to a conversation and present the same or related advertising content to each of those users . fig4 depicts an example of a list display 41 from a messaging application . this list display 41 includes user interface elements 43 corresponding to a list of conversations in which a message has recently been sent or received , referred to herein as conversation elements . in this list display , conversation elements 43 are sorted such that the conversation with the most recent activity appears at the top of the list display 41 . an advertisement element 42 appears at the top of the list display . the advertisement element 42 may be sorted in the list display like any other item , such that advertisement element 42 will be replaced at the top of the list display 41 when activity occurs in a different conversation . alternatively , advertisement element 42 is not sorted with the other items in the list display , but rather remains at a static location in the list display 41 for its entire display duration regardless of subsequent activity in other conversations . advertisement element 42 resembles conversation elements 43 , but is distinguishable because an icon representing the advertiser &# 39 ; s logo is displayed within advertisement element 42 . advertisement element 42 may be differentiated from conversation elements 43 in additional or alternative ways , such as for example by using a different size or shape , different font , font style , or font size , a different text color , or a different background color . advertisement element 42 may display a time remaining field , and disappear from the list display when its display duration expires , as discussed above . one skilled in the art will recognize that there are many ways to implement a list display and that this invention is not limited to any particular implementation . in other embodiments , the list display may include friends , contacts , buddies , groups , feeds , news , communities , photos , videos , music , favorites or other content . alternatively , the advertising content is not differentiated from the other content that appears within list display . rather , an advertising message within the list display is identical in appearance to the other listed items . regardless of whether advertising content appears in a message display or a list display , the content may include a link that the user may activate , such as a uniform resource locator (“ url ”) or some other reference to a resource on the mobile device or an information resource external to the mobile device . when the user activates such a link , further information associated with the advertisement is provided . for example , activation of a link may trigger a popup window or dialog box , open a new page within the application , open a web browser to display a web page or invoke a different application on the mobile device . the advertising content may include an offer that the user can accept by activating a link within the advertising content , with the offer remaining valid for the display duration of the advertisement and expiring when the advertisement disappears . exemplary components of a mobile device 500 that may be used in accordance with the invention are described below with reference to fig5 . the device 500 may include a housing 501 , a keypad 502 and a visual display device 503 . the visual display device 503 may comprise a full graphic liquid crystal display (“ lcd ”). in some embodiments , display 503 may comprise a touch - sensitive input and output device . alternatively , other types of output device may be used . the housing 501 contains a processing device 504 , which is coupled to the keypad 502 ( or touch - sensitive input ) and the display 503 . the processing device 504 controls the overall operation of the mobile device 500 . in some embodiments , keypad 502 may comprise a virtual keypad ( e . g ., using a touch - sensitive interface ) or a physical keypad or both . other parts of the mobile device 500 are also shown schematically in fig5 . these include a communications system 505 ; other input / output devices 506 , 507 , 508 and 509 ; memory devices 510 and 511 ; and various other systems 512 . the mobile device 500 may comprise two - way radio frequency (“ rf ”) communications components that are capable of communicating both voice and data . the mobile device 500 may also communicate with other computer systems via the internet or other networks . persistent store , such as flash memory 510 or read - only memory (“ rom ”), may contain operating system software to be executed by the processing device 504 . system software and specific device applications may be loaded temporarily into a volatile store , such as random access memory (“ ram ”) 511 . the mobile device may also store communications signals that it receives in the ram 511 . the processing device 504 , in conjunction with its operating system functions , executes software applications 513 a to 513 m on the device 500 . applications that conduct and control basic device operations , such as data and voice communications 513 a and 513 b , may be installed on the device 500 during the manufacturing process . the communications system 505 handles communication functions , including data and voice communications . the communications system 505 includes one or more antennas 514 , a transmitter 515 and a receiver 516 . in addition , the communications system 505 may include a second processing device , such as a digital signal processor (“ dsp ”) 517 , and one or more local oscillators (“ lo ”) 518 . the precise implementation of the communications system 505 depends upon the communications network in which the mobile device 500 is designed to operate . after a network registration or activation process has been completed , the mobile device 500 may send and receive communications signals over the communication network 519 . signals received from the communications network 519 by the antenna 514 are routed to the receiver , which amplifies the signal , down - converts the frequency , filters and selects a channel , and convert the analog signal to a digital signal . analog - to - digital conversion of the received signal allows the dsp 517 to perform more complex communications functions , such as demodulation and decoding . in a similar manner , signals to be transmitted to the network 519 are processed by the dsp 517 and are then provided to the transmitter 515 for digital to analog conversion , frequency up conversion , filtering , amplification and transmission to the communication network 519 ( or networks ) via the antenna 514 .