Boost Mobile, a lifestyle-based telecommunications brand and wholly-owned division of Sprint Nextel, has taken the wraps off a new mobile advertising platform. Boost offers premium prepaid wireless phones and services. It is working with Amobee Media Systems, which specialises in providing mobile advertising solutions for wireless service providers, to deliver ads to Boost Mobiles 4.6 million consumers, the majority of which are under the age of 30. 
Acura (www.acura.com), the luxury automotive brand, and Fox Searchlight Pictures, a film company that both finances and acquires motion pictures, are among the first companies to advertise on the platform. The first ads, which appeared yesterday, featured information on Fox Searchlight Pictures April 11 release, Street Kings. Shortly thereafter, consumers will begin seeing ads for Acuras new 2009 TSX vehicle. Boost customers are not charged for viewing the ads, and they can opt-out from receiving ads by calling Boost customer service at 1-888-BOOST-4U.
Mobile advertising will appear initially on Boost Mobiles BoostLIVE and Web Home. BoostLIVE is Boost Mobiles handset storefront where customers can buy digital content such as ringtones, wallpapers, music, and games. Boost plans to expand advertising content to include messaging and key applications in the near future. 
Mobile advertising is an excellent vehicle for reaching a growing segment of younger consumers who are drifting away from traditional mediums such as TV and print, says Neil Lindsay, Vice President of Product Development at Boost Mobile. The unique advantage Boost Mobile offers advertisers is access to todays under-30 audience, a massive and growing crowd of consumers who are more likely to embrace advertising on their wireless phones.