Mobile web v/s wired web

While there are parallels, the characteristics of the mobile Web are different from the characteristics of the wired Web. Mobile phones are very personal devices, and they must be treated as such by marketers. For example, some ads that work well on computers are not as successful on mobile, and likewise, some mobile ads would never work on a PC. Generic ads may be construed as spam, while targeted ads that provide relevancy and value to consumers at the point of interest are quite effective on mobile devices.