Introducing a wireless advertising platform, Sprint Nextel Corp.’s Boost Mobile carrier is signing up Honda Acura and Fox Searchlight Pictures as its first major brands. The Irvine, CA-based firm has also partnered with Amobee Media Systems - its official ad-selling and ad-serving service that will help them run mobile ad campaigns. On basis of the company’s research, the ads will be aimed at Boost’s 4.6 million prepaid wireless customers, majority of whom are under the age of 30. The audience in this age group is slowly moving from print and television to web and wireless media.

The latest ads revolve around Fox Searchlight’s April 11 release of ‘Street Kings’. Boost users will be able to enjoy this service for free of cost. They can opt out of the service any time they want, by calling the company’s customer service line. It also plans to feature ads for Acura’s jaunty 2009 TSX car soon. Mobile ads will first make an appearance on Boost’s BoostLive and Web Home areas. Lowell Winer, director of emerging products and business development at Boost Mobile, stated customers do not find ads to be intrusive when they are highly relevant to their tastes and needs.