New market segments are opening their doors to mobile marketing. If we look at the results of the recent Ogygen Media initiative for Mr Romance, we see conversion rates where pretty good also among young women (18-33 years old). The campaign was based on a permission-based list provided by ipsh! which allowed targeting by age and geographic location sending out about 50,000 messages. Over 15 percent of the women who received the SMS actively responded to the message, and Oxygen also reported a 30 percent jump in traffic to its website during the two days the campaign was running.