More Advertisers Text to (Willing) Customers

Media companies jumping on board as ads have higher success rate than Web versions
By Laila Weir,  Newser Staff
Posted May 27, 2008 3:27 PM CDT
More Advertisers Text to (Willing) Customers
Former New York Yankees manager Joe Torre shares a text message from his nephew with the media during a press conference Friday, Oct. 19, 2007 Rye Brook, N.Y.   (AP Photo/Julie Jacobson)

Text-message advertisements are catching on with marketers, largely because consumers actually ask to receive them—or at least to receive content that ads are attached to, the Wall Street Journal reports. Coors Light, for example, added marketing blurbs to text alerts requested by fans during last month's NFL draft, of which it was a sponsor.

And Yahoo is trying out a partnership with start-up 4INFO—which already has deals with NBC Universal, IAC and Gannett—for a similar service. Researchers say mobile-message advertising will reach $1.5 billion this year, and represents about 88% of the $1.7 billion spent on mobile ads. Consumers reportedly respond to text-message ads 1% to 10% of the time—much more than Web banner ads. (Read more mobile advertising stories.)

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