• December 9, 2008

Nearly 60% of U.S. mobile subscribers use text-messaging on a regular basis, with 16% recalling some form of advertising while texting, according to new research by Nielsen Mobile. Given the growing popularity of text messaging, Nielsen says cell users can expect to see more short-code marketing.

So far, marketers have used text messaging in various ways ranging from conveying basic information to rewards programming to couponing, according to Nielsen.

Among high-profile campaigns, the measurement firm pointed to Coca-Cola's "My Coke Rewards" program, which 1.1 million AT&T and Verizon Wireless customers participated in during the third quarter. Subway, Arby's, Jiffy Lube, BestBuy, and other major brands have also run text campaigns.--Mark Walsh