Text-message advertisements are catching on with marketers, largely because consumers actually ask to receive them—or at least to receive content that ads are attached to, the Wall Street Journal reports. Coors Light, for example, added marketing blurbs to text alerts requested by fans during last month's NFL draft, of which it was a sponsor.
And Yahoo is trying out a partnership with start-up 4INFO—which already has deals with NBC Universal, IAC and Gannett—for a similar service. Researchers say mobile-message advertising will reach $1.5 billion this year, and represents about 88% of the $1.7 billion spent on mobile ads. Consumers reportedly respond to text-message ads 1% to 10% of the time—much more than Web banner ads.