Seventy-eight million U.S. consumers saw or heard mobile advertisements during the fourth quarter of 2007, according to mobile entertainment community Limbo's Mobile Advertising Report, a new marketing tool produced in conjunction with market analysis firm GFK/NOP Research.

According to Limbo, consumers most commonly recalled advertisements spotlighting operators Verizon Wireless and AT&T as well as device makers Motorola and BlackBerry -- other prominent mobile advertisers included entertainment brands BET, Fox and MTV, sports brands Nike and the NFL, automaker Chevrolet and fast-food giant McDonald's.

"The exciting news for marketers is that mobile advertising penetration is both broad, hitting one in three mobile phone users, and deep, with high recall statistics, especially among text messaging users and the ever-elusive 'Millennials' demographic," said Limbo president and co-founder Rob Lawson in a prepared statement. "There is a clear disparity between the high reach of mobile media and the low percentage of marketing budget currently spent on the medium, which creates an obvious opportunity for savvy media buyers."

In addition to the mass adoption of SMS (56% of mobile users) and the broad recall of SMS advertising, this first-ever Mobile Advertising Report highlights the brands and sectors that consumers remember seeing advertised in the mobile channel: