USA Today writes:
While the industry is in its infancy, ad campaigns for the tiny screen have increased sharply this year after several years of spotty efforts, and they’re likely to take off by early next year, says Tom Burgess, CEO of Third Screen Media, a mobile-ad network.
Driving the surge is the increased use of text messaging, the wireless Web and video in the past 18 months as wireless carriers rolled out bigger, more colorful screens and faster broadband networks. About 30% of the 217 million U.S. cellphone subscribers text message at least once a month, Yankee Group says. Such services are more ingrained in the younger set: At least 55% of 13- to 24-year-olds regularly send text messages. About 10% of cellphone users regularly browse the wireless Web, MMetrics says.