Mobile Ads: Here's What Works and What Doesn't

In 2010, Apple co-founder Steve Jobs proclaimed, "Mobile advertising really sucks." Now, however, the rule book for what works in mobile advertising is slowly being written.

Some of the ingredients to success include ads that play on the unique properties of mobile gadgets, including location, or ads disguised as a game, coupon or information that consumers want, say ad executives and industry observers. What doesn't work? The same old Web ads plopped into a smartphone. Here's a look at what types of mobile ads are resonating, and which pitches are getting the thumbs down from consumers or marketers.