Analysts like to make bold predictions about the growth of mobile advertising. Most have overshot reality.But at least one slice of the business appears to be catching on, according to marketers: ads sent via text message. A growing number of companies are using cellphone text messages to lend more interactivity to their ads. For instance, Coors Brewing's Coors Light beer recently added a text-message component to its traditional sponsorship of the NFL Draft. Football fans opted to receive draft alerts, and each message contained a squib about Coors Light.[graph]Some marketers like text-message ads because -- unlike most ads -- viewers asks to receive the message, which means the marketer doesn't bombard the viewer with unsolicited commercials. The potential audience is also attractive: Almost all cellphones can send and receive text messages. Finally, marketers say, the results of text-message ads are much easier to measure than those of mobile Web ads.Advertisers to Consumers: We'll Text You - WSJ.com
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