Cellphone screen is today's hip billboard

" Monty Solomon Date: February 21, 2007 9:03:39 PM EST

Cellphone screen is today's hip billboard
Ads must be targeted, relevant, and even cool
By Carolyn Y. Johnson, Globe Staff | February 20, 2007

In an ad-saturated world, the cellphone screen is a nearly pristine canvas.

But a number of area companies are helping to transform the device that 220 million people are loath to leave at home into a personal, pocket-sized billboard, hawking everything from the latest ringtone to Fabio-favored "I Can't Believe It's Not Butter!"
"We're calling the phone 'the brand in your hand' -- you're never more than a foot away from it, 24 hours a day," said Fareena Sultan , associate professor of marketing at Northeastern University's College of Business Administration. The challenge, Sultan said, will be to produce an advertisement for the phone "that excites the person holding it."
Fueled by faster wireless networks, more capable phones, and increasingly popular data services, the cellphone ad space is poised to grow, according to industry watchers, and a cluster of Boston start-ups have positioned themselves as the middlemen who bring brands to the screen."


We are so bombarded by commercials that our eyes and ears don't see or listen to them.
The only way would be to reinvent the commercials and NOT cooking the same soup in another device...