The most effective mobile ads are not always short, according to Google. Facebook seems to disagree, after publishing a study of why adverts dedicated to mobiles have greater impact than adapted TV ads, finding that brevity is an essential ingredient. However both agree that context and timing are most important of all and that exploiting location intelligently is also key to success. As Facebook noted, it is often wrongly assumed that location of mobile users only matters when the product or service advertised happens to be near where they are and is available as well as relevant at that time of day. But being aware of a user’s location combined with context can also help deliver relevant ads that trigger…