SMS Reach and Response Study
A great study done by Limbo and eMarketer about SMS reach and response rates compared to other types of mobile ads:
Those who had seen a mobile ad were most likely to have seen an SMS message. Fewer had seen mobile TV and video ads.
SMS messaging is compelling for many marketers because consumers are very likely to pay attention to text messages.
Text messages had the highest rate of interaction for any rich media type measured in PointRoll‘s “Entertainment Analysis” report. Text messages had an interaction rate of nearly 13% when used as part of entertainment rich media campaigns fielded in 2006 and the first quarter of 2007-more than video, audio or gaming.
(Source: eMarketer)
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