Interesting. The idea that the receiver would be interested in advertising on a private, personal device is a huge leap. It takes years to get people used to new ideas, and especially to ones that are considered to be invasive. Add to that the inherent dangers of text messaging, and you’ve got a real challenge in education and habit changes. If the advertiser does not understand the need for being the one that is charged with such responsibilities, then they need to reconsider the issue.
If the advertiser does understand this responsibility, they may well be a step ahead of their competition. That said, I think it is a slippery slope and the question needs to be asked…do you have the ability and the time, or should you look for a more conventional route? Something to think about, and there in lies the conundrum…does the advertiser think, or do they expect their market to do all the heavy lifting.