Submitted by eacastel on Wed, 08/26/2009 - 12:18
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.
