Carlsberg is among 35 organisations involved in a trial of advertising over mobile phones in the UK.

Two weeks into the five-week trial the first results reveal users are responding to between 10% and 28% of adverts, well above response rates for direct marketing.

Other companies involved include Cadbury, Tango, Amnesty International and Capital Radio.

The trial among 1,000 16 to 34-year-olds is being carried out by the Mobile Channel, a wireless marketing company, which will launch the scheme at the public in July.

The service sends participants three messages a day from advertisers whose products and services match the personal profile of the consumer.

In return the consumer gets 5p per message and can choose to receive the reward in mobile phone airtime, WH Smith vouchers or to donate it to charity. A year of messages adds up to £50.

NOP surveyed 138 trialists to gather initial results and found that 80% look at the messages as soon as they are received; 72% read between 76% and 100% of the messages in full; and 77% agree the adverts were interesting.