Since mobile users are pretty closed off to many forms of advertising, mobile advertisers are really having to work for their audience these days. Gone are the days of simple Betty Crocker type media campaigns.

Today, the mobile advertiser must provide the right product at the right time in order to make a sale. According to TheFeature, advertisers are trying everything from SMS coupons to opt-in text message offers.

Now that video capable phones are on the rise in high-penetration markets, and even gaining traction in North America, advertisers are relieved. Many advertising powerhouses in the traditional media world have been struggling to come up with campaigns to engage the mobile generation. However now these same companies are on the verge of taking their commercials to the phone. (Free registration required.) Video spots are already popular in Asia, and as video content like MobiTV and specialized sports broadcasts gain traction in the West, it should become popular here within the next year.

Even though they’re thinking of mobile marketing in terms of traditional ads, the ad agencies realize these can’t be exactly the same as what they produce for mass media. While some have accepted the fact that even video or text ads will need to be personalized and highly targeted, other agencies seem to be lamenting the fact that they have to change the way they advertise to reach the mobile youth. Marketers are upset that they can’t reach the mobile generation through traditional streams. Younger users have seized technologies that allow them to avoid authority and unpleasant situations, circumventing traditional media campaigns.