is ers ▁as ▁well ▁as ▁cell phone ▁mak ers ▁and ▁tele com ▁operators . ▁Usually , ▁Text ▁S MS ▁became ▁a ▁new ▁media ▁– ▁called ▁the ▁“ third ▁mass ▁media ▁channel ” ▁by ▁several ▁media ▁and ▁mobile ▁exper ts ▁– ▁and ▁even ▁more , ▁it ▁is ▁a ▁no - way ▁mobile ▁media , ▁as ▁supposed ▁to ▁neither ▁im obile ▁or ▁any ▁other ▁media ▁like ▁rad ios , ▁newsp apers ▁and ▁TV . ▁ ▁Besides , ▁the ▁imm edia cy ▁of ▁respons iveness ▁in ▁this ▁two - way ▁media ▁is ▁a ▁new ▁territory ▁found ▁for ▁media ▁industry ▁and ▁advert is ers , ▁who ▁are ▁eager ▁to ▁measure ▁up ▁market ▁response ▁immediately . ▁Additionally , ▁the ▁possibility ▁of ▁fast ▁delivery ▁of ▁the ▁messages ▁and ▁the ▁u bi qu ity ▁of ▁the ▁technology ▁( it ▁does ▁not ▁require ▁any ▁additional ▁functionality ▁from ▁the ▁mobile ▁phone , ▁all ▁devices ▁available ▁today ▁are ▁capable ▁of ▁receiving ▁S MS ), ▁make ▁it ▁ideal ▁for ▁time - ▁and ▁location - sens itive ▁advert ising , ▁such ▁as ▁customer ▁loyal ty ▁offers ▁( ex . ▁sho pping ▁cent ers , ▁large ▁brand ▁stores ), ▁S MS ▁prom ot ions ▁of ▁events , ▁etc . ▁To ▁le verage ▁this ▁strength ▁of ▁S MS ▁advert ising , ▁tim ely ▁and ▁reliable ▁delivery ▁of ▁messages ▁is ▁param ount , ▁which ▁is ▁guaranteed ▁by ▁some ▁S MS ▁gateway ▁prov iders . ▁ ▁Mobile ▁media ▁has ▁begun ▁to ▁draw ▁more ▁significant ▁attention ▁from ▁the ▁media ▁advert ising ▁industry ▁since ▁the ▁mid - 2 0 0 0