Consumers and businesses are embracing mobile devices from smartphones to tablets at an ever increasing rate. For many advertisers this is proving to be a paradigm shift that can leave them either out of touch and melting down or able to more effectively target and motivate preferred customers. To benefit from mobile devices, many advertisers are going to need to intelligently redesign and refocus their approaches. For example, advertisers need to drive the creation of new, mutually productive relationships with media companies and social networking platforms.