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Wanamaker Revised: I Know That Less Than A Third Of My Mobile Marketing Ads Are Working...

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Nielsen mobile marketing guru Nic Covey also shared some insights about the current state of mobile advertising awareness among U.S. mobile subscribers. And it’s growing, but it’s still minority of the total subscriber base.

Less than a third (29%) of all mobile data users recall seeing some form of mobile advertising while using a mobile data service.

Interestingly, the story is even worse when it comes to the oh-so-hot text messaging world. Only 16% of mobile services subscribers recall seeing any SMS advertising.

That’s reflected in Nielsen’s top rankings of “SMS brands,” most of which are dominated by media, entertainment or information services, not consumer marketing brands. The one exception, Covey said, was Coca-Cola, which has broken into the top rankings based on the success of its “My Coke Rewards” text messaging program.

“A million people are doing this every month, so kudos to Coke for doing that,” Covey said.

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