1. SMS-capable mobile phones are ubiquitous.

2. Texting is very popular and growing — nearly 5 billion text messages were sent per day in the U.S. at the end of 2009.*

3. It’s simple to execute.

4. It requires little ramp-up time if you use a shared short code.

5. It can be rolled-out with relatively little investment.

6. It can help activate other media.

7. It can be used to track adjacent media.

8. It provides an excellent channel for remarketing.

9. It offers a much less cluttered environment than the e-mail inbox.

10. It offers real-time measurability.

* According to the CTIA–The Wireless Association Semi-Annual Wireless Industry Survey Results released on March 23, 2010
Source: Cristopher Levy, Managing Partner, Encore Media Partners