Might not be that sexy, but it sure is effective, says comScore.
The market watcher's MobiLens service looked at UK, France, Germany, Spain and Italy, and found SMS ads reached 43.6 per cent of the 230.5 million mobile users in September 2010.
It also said that 57m recalled seeing an ad on their mobile when browsing the internet or accessing an app.
The most common type of SMS ad recalled was product, service or brand information, which more than 60m mobile owners received, equalling a 26.3 per cent reach across the EU5 countries.
Here are the top end stats:
There is lots more data here