A Wider Net

Nice article on mobile marketing. Mobile phone marketing, that is. The phone marketers seem to have stolen that term. What, now, do we call mobile marketing when it refers to themed Winnebago’s, expanding tractor trailers, and buses full of XBOX’s? Vehicular Marketing? Wheel-ality Marketing? Global-Positionally Variable Marketing?
I noticed Wikipedia doesn’t have the answer:

Excerpt: Mobile Marketing can refer to one of two categories of marketing. First, and relatively new, is meant to describe marketing on or with a mobile device, such as a mobile phone. Second, and a more traditional definition, is meant to describe marketing in a moving fashion - for example - technology road shows or moving billboards.