Mobile advertising is one of the most used ways of promoting products and services today by companies. With the development of technology and smartphones, mobile advertising provides various opportunities to reach the target group that the company has determined in its campaigns. From a marketing point of view, each generation is different and specific according to its characteristics, and it is necessary to analyze in detail their habits and frustrations when receiving mobile ads. Despite the above, the purpose of this paper is to present and explain the concept of mobile advertising and generation Z and to connect their characteristics to gain an understanding of the perception of the said generation towards the advertisements that are shown to them daily using smartphones. Therefore, the aim of the paper is to investigate how generation Z in the Republic of Croatia perceives mobile ads with regard to their main characteristics, namely: informativeness, personalization, irritation, credibility, interactivity, permission and encouragement. Quantitative methodology was used. The research sample was purposeful sample of 210 participants, all adult members of generation Z in the Republic of Croatia. Based on the research, it was discovered that generation Z in the Republic of Croatia has a divided perception of mobile advertising, looking at the main characteristics of mobile ads. The research discovered that mobile ads need to be funny and informative, simple, and direct. As far as the functional side is concerned, a large part of respondents of generation Z state that it is important for them to skip or exit from ads. Also, they emphasize the importance of easy access to the website after seeing the ad.