Location-aware advertising is widely touted as the “killer-app” for mobile commerce to flourish. With the imminent rollout of third-generation mobile networks, advances in multimedia-enabled mobile devices and positioning technologies, its commercial viability is enormous. Location-aware advertising is primarily text- based at the present, but it is envisioned to allow the delivery of multimedia advertisements to geographically targeted consumers. This exploratory study empirically examines the effects of multimedia on consumer behavior in a simulated mobile commerce environment. A structural model was formulated to test the effects of multimedia on entertainment, informativeness, and irritation in the context of location-aware advertising. The results show that multimedia location-aware advertising messages lead to more favorable attitudes and increase the intention to reuse the mobile advertising service. Evidence also suggests that multimedia has a significant impact on purchase behavior.