Vodafone, a mobile advertising service with clients like Coca Cola, Mercedes, Nestle, Burger King, Heineken and Ikea, has extended its services to 18 countries. The company hopes to take a more interactive approach to mobile marketing. For instance, their incoming voice/text alerts service allows full-screen ads to display before consumers answer a call or check a message. Additionally, Vodafone’s zonal marketing service allows customers to receive MMS or SMS messages that are relevant to their preferences and their current location.