Companies such as 4Info took an early approach to sponsored direct consumer mobile messaging. This service works primarily off print placements in newspapers such as USA Today, and enables consumers to send text message requests for many types of information to the shortcode 44636 (4INFO). 

In response, they receive text messages with associated brand sponsorships and, often, links to mobile websites or direct actions as well. This style of consumer dialog enabled 4Info to build a network of media to sell, and introduced a new type of advertising opportunity to the U.S. market. The company's pricing model of selling ad space on a CPM (cost-per-thousand) basis is designed to specifically cater to digital ad buyers. This pricing structure leads agencies or brands to do direct comparisons between this new, targeted, on-demand media and decade-old online banner ads.

4Info will always look significantly more expensive than online options when the $50 CPM price-point is presented to a client in an Excel sheet. But there is a real opportunity that technology offers for a brand to engage targeted consumers on their terms. Sadly, that opportunity is often buried in the background during the decision-making process because of agencies' necessity to supply an apples-to-apples comparison to clients.

The truth is that mobile media is the Dinosaur Plum, a new fruit altogether which, after a small taste and a good campaign execution, leaves the brand wanting more.