Mobile advertising is a subset of mobile marketing. It has been defined as “text-and graphic-based commercial messages that are sent to consumers via mobile devices.”1 These ads can appear in different formats such as banners and video (discussed later) and can be inserted across various mobile properties such as mobile-optimized websites, apps and games, and more. Many marketers expect mobile advertising to operate in a similar manner to online advertising, but they are quite different.
Mobile Advertising’s Superpower
Mobile advertising has a notable superpower—context. It’s been said that content is King but content on mobile is King Kong. For marketers, delivering their message to the right person, at the right ...