The arrival of a mobile environment is likely to create an instant approach to information and services. Direct purchase response can effectively link the point of communication with the point of purchase by locating consumers. Therefore, a new method is needed for mobile advertising and marketing techniques. To maximize mobile ad effectiveness, advertisers must diversify mobile ad message contents to match the different situations of individual consumers by providing customized ad products. This study classifies product types into utilitarian products, social identity products and multiple products, we attempts to find out the difference the interactive role of temporal distance and mobile advertising appeal types toward consumer response. This study proceeded in 2 steps, a pilot survey and an experimental stage. During the pilot survey, we chose a UP (toothpaste), an SIP (couple ring), and an MP (sneakers) and made an advertisement for each one by product type before conducting a manipulation check. We created a scenario to delineate temporal distance and verified that distant-future and near-future points were clearly perceived. After the manipulation check, we conducted our experiment with 357 men and women in their 20s and 30s who use a smart-phone. Advertising appeals type and temporal distance appeared differently by product types through mobile ads. We used MANOVA to verify our hypotheses. As expected, regardless of distant future and near future preferred informational mobile ad for advertising utilitarian products and social image arguments for advertising social identity products. However, for multiple products distant future preferred image mobile ad, whereas near future preferred informational mobile ad. Therefore, research on customers’response to mobile advertising will be helpful for more effective and efficient advertising.