Recent research has revealed that it is very clear that text advertising is dominant within this category.
As the global use of smartphone and tablet based ads continues to rise, the Mobile Marketing Association (MMA) has found that it is SMS that has made its way to become dominant within this category.
The use of this type of ad has been credited to the widespread use of smartphones and tablets on a global scale.
For example, approximately 90 percent of adults in the United States own a cell phone of some kind. Among them, an estimated 60 percent, at least, have smartphones. The MMA has projected that it won’t be long before that penetration of smartphones in the U.S. will grow even further and will break the 80 percent mark. As a result of this trend, mobile marketing is being taken very seriously and is experiencing growth at a dramatic rate. This, according to the MMA’s Transparency Market Research (TMR).
This has shown that advertisers are seeing mobile marketing as a much more important way of reaching consumers.
The TMR stated that “With consumers carrying mobile devices wherever they go, it has become crucial for marketers to target this large consumer base with mobile advertisements and promotions.” It also went on to explain that a firm providing mobile advertising is able to give marketers services that allow them to reach consumers by way of their mobile devices such as smartphones and tablets.
It also expressed that “Each distinct mobile advertising platform contains opportunities for marketers to deliver their message to a broad range of consumers.” Moreover, at the moment, it is SMS that is “cleaning up”.
The report stated that ads for mobile ads can be utilized for sending text messages to consumer cell phones. It explained that such services can also be used for purposes such as for banner ads that will display on mobile apps.
These mobile marketing ads appear at the top or bottom of the page. But SMS is making up more than 90 percent of the total revenue in the market. The reason is that this method comes with some sizeable advantages, including that it allows unobtrusive brief messages to be sent without any issues with privacy.
According to Dan Evans, a spokesperson for Nordstrom, “Almost one-third of our customers have told us they prefer to be contacted by text message and more importantly text messaging with pictures to share fashion images or photos of merchandise with each other.”