It’s not every day that a quote by Steve Jobs is rebutted or even mildly disagreed with. Such is not true with his bluntly-made statement that “mobile ads suck”.

Whether it is Jobs’ harsh criticism, the act of feeding off of online marketing success or just having all of the right pieces fit together, mobile advertising is obviously doing something right.

Although mobile ads have their disadvantages like anything else, strong results are shown among every platform that this form of advertising offers, including varying degrees of interactivity with consumers.

While mobile has proven to be a strong, useful medium for branding campaigns, it has had an unparalleled level of success with direct response advertisers. This is largely in part to the fact that these highly analytical advertisers are able to focus on their return on investment (ROI) more than before, due to mobile’s targeting and tracking tools.

Recently, campaigns such as Armani Exchange, Universal Pictures and eBay have experienced increased percentages in every facet of brand metrics, including consumer intent, consumer awareness, interest in product, message association and brand favorability.

Contrary to Jobs’ opinion, the numbers don’t lie when it comes to mobile advertising. In looking at the success it has today, one wonders what unbounded opportunities will be unveiled in the near future.