Mobile ad awareness has accelerated. A record four in 10 Americans, or 104 million people, recalled seeing an ad on their mobile device between July and September, according to the Limbo-GfK
Technology Advertising report.
"Brands are doing more with mobile, spending more," said Rob Lawson, founder of Limbo, a mobile social networking community. "Only two years ago they didn't
see it as a channel where they would see ads. Now they are increasingly aware."
Text messaging was by far the most commonly recalled ad format, with 60% of Americans reporting having seen a
text ad over the three months. This marked a 42% increase from just nine months ago. "It's not as glamorous as mobile video, but mobile is still dominated by text. It's the medium consumers use every
day," said Lawson, adding that text, as a direct response medium, would hold steady in a recession.
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