Mobile rich media display ads generated the least response.
Nejat said the results were interesting, but not surprising, and said that while SMS has put "mobile on the map" with American consumers, mobile media has barely scratched the surface as a marketing medium.
Nejat said the shift is as significant as the emergence of online media.
"As different as online is to print, I feel mobile is as different to online, as online is to print," he said.
Text message marketing is so inexpensive, it's amazing to me that more businesses aren't using it.