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Release: Limbo reports 78 Million U.S. SMS users recall mobile advertising in fourth quarter 2007

Mobile Entertainment Company Launches Mobile Advertising Report

(Burlingame, Calif.) – January 10, 2008 – Limbo, the world’s largest mobile entertainment community, today announced that 78 million U.S. consumers saw or heard advertising on their mobile phones in the last quarter of 2007. The results were published in Limbo’s Mobile Advertising Report, a new tool to help marketers and their agencies understand the fast-changing mobile advertising medium, produced in conjunction with GFK/NOP Research.

“The exciting news for marketers is that mobile advertising penetration is both broad – hitting one in three mobile phone users, and deep – with high recall statistics, especially among text messaging users and the ever-elusive ‘Millennials’ demographic,” said Rob Lawson, President and co-founder of Limbo. “There is a clear disparity between the high reach of mobile media and the low percentage of marketing budget currently spent on the medium, which creates an obvious opportunity for savvy media buyers.”

In addition to the mass adoption of SMS (56% of mobile users) and the broad recall of SMS advertising, this first-ever Mobile Advertising Report highlights the brands and sectors that consumers remember seeing advertised in the mobile channel:

Mobile carriers (notably Verizon and AT&T).
Handset manufactures (Motorola, Blackberry)
Entertainment brands (BET, Fox, MTV, various movies, music artists)
CPG (Coke, Pepsi)
Sports brands (NFL, Nike)
Mobile services (Limbo, ringtones)
Electronics (HP, Yahoo, SBC)
Automotive (Chevrolet)
QSR (McDonalds)

Limbo’s Mobile Advertising Report will be produced quarterly and distributed free to marketers. The Q4 2007 report is based on a survey of 1,000 representative American adults interviewed by telephone.

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