Modern technology has given consumers a wider range of options when it comes to how they consume media. In fact, the popularity of mobile devices—smartphones, tablets, and other devices—now outnumbers that of television sets. According to reports, people now spend more time on their mobile devices than they do sitting in front of the TV. That’s because of the ease and cost of these devices—not to mention the availability of wireless connections allowing people to tap in.

In order to keep up with changing consumer habits, companies adapted their advertising campaigns by adopting mobile advertising strategies. That’s because the chance that new and existing customers will see an ad through a mobile device is greater than they would through traditional avenues. Because mobile devices typically have smaller screens than computers or laptops, this form of digital advertising is usually optimized for small displays by being concise.