An interesting piece from the WSJ:

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.

Why are they using text messaging?

Ad executives report click-through rates with text-message ads of 1% to 10%, a significant jump from the figures for Web banner ads, which are typically only a fraction of that.

Read more at The Wall Street Journal.