People don't trust mobile display/text ads. Is this because we're not creating good ones?
A TV ad is far away, it's content pushing, it's mass, I can forgive an ad made for the masses. My mobile is an extension of me. It's personal. If you talk to me through a mobile ad then talk to ME, not to the masses.
Are you using personal mobile add space to talk to everyone? Time to rethink that proposition.