Why is it important to reach customers on their mobiles when advertising locally?

Reaching customers on their mobiles is crucial for local advertising because people frequently use their phones while they are out and about. This means they are often searching for local businesses, directions, or product information in real-time, making mobile devices a primary touchpoint for immediate needs. Ads are not necessarily cheaper on mobile devices; pricing is typically based on factors like targeting, bid, and ad quality, not screen size. While some people may prefer mobile ads, it's not a universal preference and isn't the primary reason for mobile's importance in local advertising. The key is the opportunistic nature of mobile usage for immediate, location-based queries.