Bottom Line: Advertising through mobile devices could be the way of the future, but so far marketers have been largely frustrated in their efforts to take advantage of the medium. Some types of products may be more suited to mobile ads than others, and their appeal rests on an unconventional approach that contrasts with traditional advertising methods.
There’s no question that mobile phones have become an indelible facet of modern life. Surveys conducted in 2013 showed that 91 percent of adults in the United States use some type of mobile phone and about 61 percent have a smartphone; the numbers are even higher among people in the 18-to-34 age range and households that have incomes of more than US$75,000—the very demographics that make marketers salivate.
