Advertising is moving from a more traditional, paid placement into a new digital and mobile era. Companies are trying to figure out how to reach consumers in new ways, and emerging technologies are assisting. Branded mobile applications are one way that companies are working to build brand image and advertise in an innovative way. In this research, twelve in-depth interviews were conducted to find out what consumers may want, look for, and expect from a branded mobile application. Secondary research was also conducted to find out how brands are leveraging these new technologies and what consumers can look for in the future of mobile advertising. After reading this paper, the reader will have further knowledge of what consumers are seeking in mobile branded applications and how to obtain and keep their attention with a mobile application. / text