MMA Global: Brand recall more common through SMS advertising rather than mobile TV and radio

According to a study by MMA Global (Mobile Marketing Association) and Limbo in Q1 of 2008, there are more than 255 million phone users in the US, with over 50% using SMS.

Of those SMS users, 19% of consumers remembered advertising through SMS, and 41% of them could recall the brand. Only a low 3% could recall the brand from the mobile TV and radio advertising they received.

As of Quarter Two 2008, Nielsen Mobile discovered that the typical U.S. mobile phone user sends or receives around 357 text messages a month, compared to placing or receiving around 204 calls.

Nielsen: Improved recall, comfort with mobile ads.

A recent report by Nielsen Mobile suggests that consumers are gradually warming up to mobile advertising.

Among the findings: nearly one-quarter of all U.S. mobile subscribers (23%) say they have viewed mobile advertising in the last 30 days.

The Nielsen study also found that the number of mobile data users who recalled seeing advertising jumped 38%, from 42 million to 58 million, between the second and fourth quarters of 2007.

Direct News: Mobile marketing 'can be cost effective'.

Speaking at the recent Technology for Marketing & Advertising event, Pinder Takhar of Dialogue Communications indicated that mobile marketing methods, such as text messaging, could cut advertising costs for companies during the downturn.

St. Louis Post-Dispatch: Texting surges as tool for more than just the young.

Like so many other things in the world of technology, texting got its start as a play toy of the young and hip.

But today, it's rapidly evolving into a serious communication tool for schools, churches, governments, businesses and public health organizations.

"It's become well entrenched as an addition to the cell phone and e-mail," said Steve Jones, professor of communications at the University of Illinois in Chicago.

"And everyone seems to be getting into the act."