Location-based advertising uses GPS and other technologies to target users based on their physical location. For example, a coffee shop can send a push notification to nearby users offering a discount. This hyper-targeted approach increases the relevance of ads and the likelihood of conversion. However, privacy concerns around location data collection need to be addressed. Advertisers must ensure compliance with regulations and obtain proper user consent. Mobile apps also provide a rich environment for advertising. In-app ads can be integrated seamlessly into the user experience, such as interstitial ads between levels in a game or native ads that blend with the app's content.

Mobile video advertising is booming. Platforms like YouTube and Snapchat offer mobile-optimized video ad formats. Short, vertical videos are popular as they are easy to consume on mobile screens. Brands are creating mobile video ads that are optimized for sound-off viewing, using captions and engaging visuals. For example, a beauty brand might create a silent video tutorial that showcases a new makeup product. Mobile video ads also have higher completion rates compared to desktop videos, making them an effective way to convey brand messages.

The challenge in mobile advertising is ad fatigue. With the large number of ads users encounter on their mobile devices, creating ads that stand out and don't annoy users is essential. Advertisers are using techniques like personalized messaging, gamification, and augmented reality to enhance the mobile ad experience. For instance, an e-commerce brand could create an augmented reality ad that allows users to virtually try on products before purchasing, increasing user engagement and reducing ad fatigue.