the present application is directed to systems and methods for providing and displaying advertising messages within applications running on smart phones , tablets and other mobile devices while minimizing the disruptive effect of those advertising messages . the application may include an instant messaging or chat function . within the application , advertising content may be presented in the portion of the screen dedicated to displaying the instant messaging or chat conversation , or in the portion of the screen dedicated to displaying a list of conversations , contacts or other content . the advertising content is set to be displayed for a certain amount of time and the display may indicate the amount of time remaining before the advertising content will disappear . the advertising content may include , for example , a limited - time offer that the user may accept while the advertising content is displayed .