StealthNET Ltd

Mobile marketing campaigns are four-and-a-half to five times more effective than online advertising, according to new research.

A study by InsightExpress measured unaided, aided and ad awareness, message association, brand favourability and purchase intent, finding that mobile marketing was more effective in these overall.

The analysis also compared advertising in different sectors, including entertainment, travel, technology and retail, finding that mobile was once again more effective at increasing purchase intent.

Joy Liuzzo, senior director of marketing and mobile research at InsightExpress, said: "The impact that mobile campaigns have on key brand metrics proves that mobile continues to move quickly from supporting player to co-starring role in the digital advertising universe."

A recent report found that Britons sent 97 billion SMS messages in 2009, with 11 million texts being fired out every hour.

Figures from the Mobile Data Association found that on average 265 million SMS messages were sent per day last year.