SMS is the new black

A review of mass market mobile apps

SMS ads for ‘real’ products get increased responses

Posted by Admin on November 7, 2008

Previously SMS ads have almost exclusively been from your operator reminding you that you can download the latest game or ringtone, or change your plan. However, according to a recent report by comScore that is starting to change as non-mobile products are using SMS ads as a part of their marketing approach.

The categories that are growing the most are food, which has increased by 53 percent since August 2007, clothing/fashion, which has risen 38 percent and restaurants which has risen 37 percent.

Not only are the more traditional products starting to understand SMS as a marketing tool – they are getting rewarded for their brave new step into mobile. Ads for restaurants and food actually got the highest level of response – 16 percent of people who received an ad for a restaurant responded, while 13 percent of those receiving an offer for food, such as grocery coupons, responded.

I chatted to Alistair Hill of comScore about this recently, he said:

“Mobile advertisers are beginning to show a higher level of sophistication in their targeting efforts, as the common denominator is no longer, ‘has mobile phone’ but is based on knowledge of consumers’ tastes and behaviors. Clearly, consumers are responding as the quantity of SMS ads decreases and the quality increases.”

The demographics for responders probably fits what you’d expect, with the key age-group being the younger, mobile savvy audience.

“In terms of people who respond 18-24 is most popular, declining in popularity as it gets older with a large drop off over 44. 13-17 year olds are average. Males are much more likely to respond.”

More and more brands will be looking at this report and putting SMS ads into their marketing mix.

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One Response to “SMS ads for ‘real’ products get increased responses”

  1. […] Not only are the more traditional products starting to understand SMS as a marketing tool – they are getting rewarded for their brave new step into mobile. Original post […]

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