Mobile text ads response US euro etc.

Mobile Text Ads Lag
by Mark Walsh, Wednesday, Oct 4, 2006 6:00 AM ET
MOBILE TEXT ADS HAVEN'T QUITE caught on in the United States yet. The
response rate to text ads by U.S. mobile subscribers was only 7 percent
in August compared to rates as high as 29.1 percent in Europe, according
to new research by mobile measurement firm M:Metrics.

The lagging U.S. response rate partly reflects that text ads are far
less common here than in Europe, where subscribers are more accustomed
to getting them. Almost 67 percent of mobile subscribers in Spain, for
instance, reported receiving an SMS ad in August--compared to only 12.8
percent in the United States.

Still, even the U.S. response rate of 7 percent is far higher than for
many types of interactive ads. Hodgman likened the high response rates
to mobile text ads to those of e-mail in the Internet's early days,
before the explosion of spam. And as most commercial e-mail messages
then were sent by Internet service providers, so now most text ads are
sent by mobile operators promoting their services.

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