A method of providing secondary content on a mobile device such that the secondary content is associated with a controller and is a member of one of a plurality of content categories. The method includes displaying primary content on an interface of the mobile device; receiving the secondary content at the mobile device; applying a visual property to the controller, the visual property identifying the content category that the secondary content is a member of. Further, after receiving the secondary content at the mobile device, the controller is displayed on the interface of the mobile device such that the controller does not visually interfere with the displayed primary content. Upon receiving input selecting the controller, the secondary content associated with the controller is displayed on the interface of the mobile device.