STERLING, Va., Oct. 23 /PRNewswire-FirstCall/ -- NeuStar, Inc. (NYSE:
NSR) announced today 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:Metrics
report, which can be downloaded for free at the U.S. Common Short Codes
website (http://www.USshortcodes.com), 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."
NeuStar administers the authoritative U.S. Common Short Code (CSC)
registry on behalf of CTIA - The Wireless Association(R).
Statement Regarding Forward-Looking Statements
The M:Metrics report discussed in this press release includes
information that constitutes forward-looking statements. We cannot assure
you that the expectations discussed in the M:Metrics report will be
achieved or that any deviations will not be material. Forward-looking
statements are subject to many assumptions, risks and uncertainties that
may cause future results to differ materially from those anticipated. These
potential risks and uncertainties include, among others, the uncertainty of
market acceptance of common short codes and the ability to successfully
develop and market common short codes. All forward-looking statements in
the M:Metrics report are based on information available on the date of this
press release, and we undertake no obligation to update any of the
forward-looking statements after the date of this press release.
About NeuStar
NeuStar (NYSE: NSR) is a provider of clearinghouse and directory
services to the global communications and Internet industry. Visit NeuStar
online at http://www.NeuStar.biz.
About M:Metrics
M:Metrics is the mobile media authority. As the only research firm to
measure the audience for mobile media, M:Metrics provides the most accurate
metrics on actual mobile content consumption by applying trusted media
measurement methodologies to the mobile market. M:Metrics' monthly
syndicated data service gives clients the critical insights and
intelligence required to inform smart business strategies and the
competitive benchmarks needed to evaluate the performance of competitors
and partners. M:Metrics is a private, venture-funded corporation
headquartered in Seattle, with offices in San Francisco and London.
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