5 SMS (text messaging) advertising myths

By Susan Marshall, MediaPost Online

iPhone apps and WAP (mobile Internet) sites, often overshadow SMS (text messaging), as sexier ways to reach mobile phone users. But SMS is fast, effective and provokes action especially in teens and young adults. In fact, a new study from Local Mobile Search says SMS advertising generates response rates two to ten times higher than Internet display ads.

"While much of the ad industry is focused on the iPhone and other smartphones because of the buzz and excitement surrounding these devices, they currently represent only 15% or 16% of total handsets in the U.S.," says the report authored by Opus Senior Analyst Greg Sterling.

Scarborough: Text, e-mail coupons growing in popularity

By Katy Bachman, MediaWeek
Read the full article here

The Sunday newspapers and other print sources are still the leading place Americans turn to for coupons, but text messages and e-mails are gaining in popularity. According to Scarborough Research, 8.6 million (or 8 percent) of U.S. households currently acquire coupons via text messages and/or email.

Sunday newspapers are still the most popular way households obtain coupons at 51 percent, followed by in-store coupons (35 percent), mail (31 percent), loyalty card programs (21 percent), in-store circulars (20 percent), weekday newspapers (17 percent), product packages (16 percent), magazines (15 percent) and Internet sites (7 percent).

U.S. mobile ad revenue to reach $3.1 billion in 2013

The U.S. mobile advertising sector is likely to continue to grow as adoption of mobile handsets, particularly smartphones, rises according to "Going Mobile: The Mobile Local Media Opportunity," a report released by The Kelsey Group's new mobile local media practice, which includes forecasts for local mobile advertising through 2013.

Advertising revenues for U.S. mobile are expected to grow from $160 million in 2008 to $3.1 billion in 2013, a compound annual growth rate (CAGR) of 81.2 percent. The ad spend for the mobile category is divided in three categories. In 2008 the split was $21 million on display advertising, $39 million on search, and $100 million on SMS. By 2013 a shift will occur with a bulk of the spending dedicated to search. The report projects $567 million will be spent on mobile display ads, $2.3 billion on search, and $270 million in SMS.

U.S. Hispanics flock to web [and mobile]

Expect significant growth in this sector, eMarketer says - Published July 2, 2009 on AdWeek

NEW YORK.- The U.S. Hispanic Internet population is young, vibrant and growing -- in numbers, broadband connections and time spent online.

In 2009, there are nearly 23 million Hispanics online, about 51 percent of the U.S. Hispanic population, according to eMarketer estimates. Hispanics make up about 12.3 percent of the U.S. Internet population in 2009, and will increase to 13.9 percent in 2013.

Like its offline counterpart, this group of Internet users is young -- 63 percent are under age 35 -- and mobile. Some 81 percent of Hispanics own a mobile phone, according to the Pew Internet & American Life Project, and for 25 percent of these adults, their mobile device is their primary phone. Hispanics use more phone features, including Internet access, at higher rates than other mobile subscribers.

Agencies just testing mobile are behind

By Giselle Tsirulnik - June 3, 2009 - Mobile Marketer

NEW YORK – Mobile is cannibalizing parts of the Web and taking them on the road, according to Paul Palmieri, president/CEO of Millennial Media.

Mr. Palmieri spoke at the Mobile Marketing Association’s Mobile Marketing Forum in the Grand Hyatt Hotel. His solo session was titled, “The Growth of the U.S. Mobile Interactive Advertising Business.”

Mobile devices might soon become carrier agnostic

By Emilio Castellanos

Up to now carriers have dominated and controlled most every aspect of the device, network, content distribution, payments, and many more consumer facing services in the market; but, times are changing. The symbiosis between devices and consumers might be pushing carriers towards new standards that could open the market to greater innovation.

First went the so called "walled gardens" with the introduction of the iPhone and Blackberry. Consumers, being able to access URL's directly from their phone browser, quickly abandoned the value-less proposition that the carriers forced upon them and flocked in numbers to the growing pool of mobile sites sprouting-up around the spectrum.


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