Mobile advertising arrives at Boost : Customers will be able to opt out

Sprint Nextel Corp.’s Boost Mobile said it is offering ads on its mobile storefront and wireless Web portal.
The prepaid, youth-focused service announced a deal to deliver ads for Fox Searchlight Pictures and Acura, and will allow users to call Boost customer service to opt out of the campaigns. Amobee Media Systems, a startup based in Redwood City, Calif., was tapped to power the advertising service.
The first ads, which were to appear today, will plug Fox Searchlight’s “Street Kings,” slated for release April 11.
“Mobile advertising is an excellent vehicle for reaching a growing segment of younger consumers who are drifting away form traditional mediums such as TV and print,” said Neil Lindsay, Boost’s VP of product development. “The unique advantage Boost Mobile offers advertisers is access to today’s under-30 audience — a massive and growing crowd of consumers who are morel likely to embrace advertising on their wireless phones.”
Boost’s parent company in 2006 was the first tier-one U.S. carrier to place ads on its deck, and most U.S. operators have followed suit. Sprint Nextel’s ad partner at launch was Enpocket, a Boston-based startup that was acquired by Nokia Corp. last fall.