When it comes to the advantages of mobile advertising, the strengths of the medium itself are plain to see. As smartphones and tablets become an increasingly integral part of our daily lives, a higher degree of accessibility is created, along with strong opportunities for customizing campaigns with relatively low scattering loss. Real-time interaction is also possible. Users can react and interact with advertisers over their smartphone with no media disruption. Mobile communication also enables an affordable kind of direct advertising.
But of course, the medium also has its disadvantages. The small screen, the private environment, and the intensive use can lead to users quickly becoming irritated with the ads. Making an effective mobile advertisement is always a balancing act of reaching out to the target audience without invading their space with annoying ads. These limitations, caused by the user interface, also have an influence on the ad’s design. It’s not always possible or logical to use large images and long texts on small, portable devices, which forces advertisers to think of creative new ways to get their message out.