Overcoming adverse consumer reactions is the main goal mobile marketers must achieve to really make the format work, reports Adweek.

That pearl of wisdom comes from participants of a session on mobile marketing that was part of AdweekMedia's Interactive Marketing Virtual Conference and Trade Show.

Nielsen Research points to two items taken from its mobile research arm. One shows consumer reluctance to accept marketing on their mobile device being significant, with people feeling like it's an intrusion on their lives.

But there is hope. Other research shows people wouldn't mind watching ads in exchange for premium services like video watching.

That's good to know, since TV networks are increasingly repurposing content for mobile, and advertisers are looking for video inventory.