Neilsen Mobile has a new study out on the state of mobile marketing; the numbers looks good:

Nearly a quarter of mobile users say they’ve encountered some sort of advertising on their mobile devices, despite the relatively small universe of mobile Internet users, says a new report issued by Nielsen Mobile.

Over the last 30 days, 58 million users reported being exposed to mobile advertising, or 23 percent of the total mobile audience, according to Nielsen’s bi-annual Mobile Advertising Report, which is based on a survey of over 22,000 active mobile data users (those who use phones for more than just phone calls). And while just 13.7 percent of mobile subscribers have accessed the mobile Internet--still the biggest source of mobile advertising, says Nielsen--users are finding ad messaging on their mobile devices in numerous ways.

So what do these numbers mean?

As for whether mobile advertising works, perhaps because they are well targeted, or perhaps because they still stand out in this uncluttered medium - currently, these ads are generating strong response rates, based on Nielsen’s report. In the past 30 days, 28 million users claim to have seen a mobile ad and responded to it in some fashion. Interestingly, the most popular response to a mobile ad was neither a click nor a call – but a text. Nielsen’s survey found that 26 percent of those who responded to mobile ads did by sending an SMS message.

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