October 01, 2007

NeuStar, Inc. announced that Common Short Code (CSC)-based messaging campaigns have been cited as an "unprecedented platform for marketing" in a recent report published by mobile media research firm M:Metrics. The M:Metricsreport, which can be downloaded for free at the U.S. Common Short Codes website, states that CSCs are an effective way to engage and drive consumer response across various media channels.

Accessible to more than 95 percent of mobile users, CSCs are short five- and six-digit numbers with which mobile phone users can send and receive text and multimedia messages using the capabilities that come standard with virtually every handset made. Among the many advantages CSCs provide to advertisers today are the greatest reach to mobile users (versus all other mobile marketing methods); user-generated opt-in; ease of use; very low cost; ease of channel integration; and demonstrated impact across a host of campaign types and objectives.

"In the United States, CSCs represent the only universal way for brands to connect with almost all mobile users," said Evan Neufeld, vice president and senior analyst at M:Metrics. "In August 2007, 92.5 million, or 43 percent, of mobile subscribers actively engaged in text messaging. Of these 92.5 million mobile subscribers, 41 million send text messages almost every day. Not only is this number impressive as a stand-alone figure, but it is exponentially higher than the potential reach of the next available mobile advertising method."

"CSCs create a level of interaction that is unparalleled in any other medium," said Diane Strahan, vice president of mobile at NeuStar. "The M:Metrics study offers detailed proof of what mobile marketing-savvy organizations across many industry verticals have speculated: that CSCs provide brands with the broadest and the most targeted way to reach today's mobile consumer. As texting continues to increase in popularity, advertising agencies and marketers are focusing more and more on CSCs as a preferred mobile medium of choice. These firms are embracing CSCs not only to reach today's on-the-go consumer directly, but also to transform traditional print, broadcast and outdoor advertising into truly interactive touchpoints -- thus building significant loyalty among key audiences."


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