AdWeek: U.S. Marketers Turn to Text Messaging in Big Way

Big advertisers are looking to spend money on mobile phone text messaging advertising. Coke and P&G are both testing programs right now, and Forrester Research - going a fair distance out on a limb - predicts that the industry will reach as much as $5 billion in spending within the next three years.

While 160 million Americans now use mobile phones, one of the key unsolved aspects of phone advertising has been balancing the right mixture of exposure and intrusiveness. The media offerings are there to be had, but the creative options are as yet unsolved.