There are Two more Critical Elements...
Timing and Filtering.

Your Ad MUST be seen when it means something, not when they are in the next city.

We are Bombarded with Ads.

Consumers are fighting back about two, Text Message Marketing and Ringless Voicemail. Everyone immediately opts out of the text marketing and complaints are flooding the F.C.C. about the new ringless voicemail systems. The new TCPA (Telephone Consumer Protection Act) makes it Very Expensive if you don't play by the rules so you BETTER do your research. 

Traditional media advertising is a Shotgun approach, blast it out there and hope some of it sticks. That simply no longer works. 

Why not Target your prospect at a Place and Time that it makes sense?

The Key to Success = MOBILE ENGAGEMENT at the Right Time and Right Place.