• USA Today, Thursday, August 10, 2006 12:30 PM

As young people zip and zap their way through traditional media, advertisers like Pepsi, Nike, Lexus, Burger King and Sheraton are turning to wireless devices to get their message to the mobile, coveted 18-to-34 consumer. U.S. mobile advertising revenue is projected to jump to $150 million this year, from $45 million in 2005. In addition to running text messages and banner ads, some companies have customized 10-second videos as wireless carriers roll out bigger, more colorful screens and faster broadband networks. Ads generally cost $35 to $50 per 1,000 views, versus $10 for online ads, according to one industry insider. And 3 to 5 percent of mobile Web users click on links to learn more or make a purchase, versus a 0.2 percent click rate for Internet ads. Wireless carriers are being cautious about turning off subscribers, however. "We need to make sure whatever we do is not perceived as intrusive," says Verizon Wireless digital media chief John Harrobin.

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