SMS advertising on the increase
After expressing some concerns about unsolicited SMS bearing ads (see below), turns out that they are supported by evidence from the mobile market authority M:Metrics.
Its research in the three months preceding the end of November found that up to 74% of mobile subscribers have received ads via SMS and up to 10% have responded to them. However most people said they had not asked to receive them and, as SMS ads snowball, which they most surely will, they will come to be considered a pest, just a spam via email is today.
At the moment most are generated by operators, but this won’t always be the case and nor will all operators have the sense to use SMS judiciously for advertising.
As an aside, one fellow delegate at 3GSM said he’d been quite pleased to receive an unsolicited text reminding him about Valentine’s Day, but it simply prompted him to find the Interflora site on a desktop so that he could make a properly informed choice!
SMS advertising for Sept, Oct, Nov 06, courtesy of M:Metrics
Rec’d SMS Responded
France 54% 4%
Germany 32% 2%
Italy 51% 5%
Spain 74% 10%
UK 37% 4%
US 14% 2%
As I said before, Mobile Advertising and Marketing Analyst will be examining the legal situation in the March issue regarding unsolicited SMS.
Related News:
Leave a Comment