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article to reflect recent events or newly available information.</span> <span class="date-container"><i>(<span class="date">December 2017</span>)</i></span></div></td></tr></tbody></table> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1251242444" /><table class="box-More_citations_needed plainlinks metadata ambox ambox-content ambox-Refimprove" role="presentation"><tbody><tr><td class="mbox-image"><div class="mbox-image-div"><span typeof="mw:File"><a href="/wiki/File:Question_book-new.svg" class="mw-file-description"><img alt="" src="//upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/50px-Question_book-new.svg.png" decoding="async" width="50" height="39" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/75px-Question_book-new.svg.png 1.5x, //upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/100px-Question_book-new.svg.png 2x" data-file-width="512" data-file-height="399" /></a></span></div></td><td class="mbox-text"><div class="mbox-text-span">This article <b>needs additional citations for <a href="/wiki/Wikipedia:Verifiability" title="Wikipedia:Verifiability">verification</a></b>.<span class="hide-when-compact"> Please help <a href="/wiki/Special:EditPage/Mobile_phone_content_advertising" title="Special:EditPage/Mobile phone content advertising">improve this article</a> by <a href="/wiki/Help:Referencing_for_beginners" title="Help:Referencing for beginners">adding citations to reliable sources</a>. Unsourced material may be challenged and removed.<br /><small><span class="plainlinks"><i>Find sources:</i> <a rel="nofollow" class="external text" href="https://www.google.com/search?as_eq=wikipedia&q=%22Mobile+phone+content+advertising%22">"Mobile phone content advertising"</a> – <a rel="nofollow" class="external text" href="https://www.google.com/search?tbm=nws&q=%22Mobile+phone+content+advertising%22+-wikipedia&tbs=ar:1">news</a> <b>·</b> <a rel="nofollow" class="external text" href="https://www.google.com/search?&q=%22Mobile+phone+content+advertising%22&tbs=bkt:s&tbm=bks">newspapers</a> <b>·</b> <a rel="nofollow" class="external text" href="https://www.google.com/search?tbs=bks:1&q=%22Mobile+phone+content+advertising%22+-wikipedia">books</a> <b>·</b> <a rel="nofollow" class="external text" href="https://scholar.google.com/scholar?q=%22Mobile+phone+content+advertising%22">scholar</a> <b>·</b> <a rel="nofollow" class="external text" href="https://www.jstor.org/action/doBasicSearch?Query=%22Mobile+phone+content+advertising%22&acc=on&wc=on">JSTOR</a></span></small></span> <span class="date-container"><i>(<span class="date">May 2016</span>)</i></span><span class="hide-when-compact"><i> (<small><a href="/wiki/Help:Maintenance_template_removal" title="Help:Maintenance template removal">Learn how and when to remove this message</a></small>)</i></span></div></td></tr></tbody></table> </div> </div><span class="hide-when-compact"><i> (<small><a href="/wiki/Help:Maintenance_template_removal" title="Help:Maintenance template removal">Learn how and when to remove this message</a></small>)</i></span></div></td></tr></tbody></table> <p><b>Mobile phone content advertising</b> is the <a href="/wiki/Advertising" title="Advertising">promotion</a> of <a href="/wiki/Ring_tone" class="mw-redirect" title="Ring tone">ring tones</a>, <a href="/wiki/Mobile_phone_game" class="mw-redirect" title="Mobile phone game">games</a> and other <a href="/wiki/Mobile_phone" title="Mobile phone">mobile phone</a> services. Such services are usually <a href="/wiki/Subscription_business_model" title="Subscription business model">subscription-based</a> and use the <a href="/wiki/Short_message_service" class="mw-redirect" title="Short message service">short message service</a> (SMS) system to join up to them. Another method is broadcasting messages to the mobile phone's idle-screen, enabling the mobile operators or advertisers to reach millions in real-time. The advertising and sale of ring tones in particular has seen a massive growth in recent years<sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Manual_of_Style/Dates_and_numbers#Chronological_items" title="Wikipedia:Manual of Style/Dates and numbers"><span title="The time period mentioned near this tag is ambiguous. (July 2015)">when?</span></a></i>]</sup>, with some commercial breaks, particularly on music television channels and in motor racing (especially <a href="/wiki/NASCAR" title="NASCAR">NASCAR</a>, with <a href="/wiki/Sprint_Nextel" class="mw-redirect" title="Sprint Nextel">Sprint Nextel</a> as the series sponsor), being dominated by such adverts. Advertising in <a href="/wiki/Newspaper" title="Newspaper">newspapers</a> and <a href="/wiki/Magazine" title="Magazine">magazines</a> has also become popular. </p> <meta property="mw:PageProp/toc" /> <div class="mw-heading mw-heading2"><h2 id="History">History</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Mobile_phone_content_advertising&action=edit&section=1" title="Edit section: History"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>The first easily customisable aspect of the mobile phone were the <a href="/wiki/Operator_logo" title="Operator logo">operator logos</a> – small, <a href="/wiki/Monochrome" title="Monochrome">monochrome</a> images that show the logo of the <a href="/wiki/Mobile_network_operator" title="Mobile network operator">mobile network operator</a> (such as <a href="/wiki/Vodafone" title="Vodafone">Vodafone</a>) by default. These were often replaced by a person's name or a small symbol. </p><p>As handset manufacturers introduced better ring tones and audio capabilities. The ring tones became the most common method of customising the phone. <a href="/wiki/Web_site" class="mw-redirect" title="Web site">Web sites</a> containing ring tones of popular songs and tunes started appearing, with many of them providing the service free of charge and with little or no advertising at all – their popularity grew mainly through <a href="/wiki/Word_of_mouth" title="Word of mouth">word of mouth</a>. However, these sites soon started charging a small fee for the privilege. The next step was to advertise these services. However, since the introduction of interchangeable <a href="/wiki/Nokia_5110" title="Nokia 5110">faceplates</a> on mobile phones in 1998, the mobile market has shifted its advertising strategies.<sup id="cite_ref-1" class="reference"><a href="#cite_note-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup> </p><p>Some companies started large <a href="/wiki/Mass_media" title="Mass media">mass media</a> <a href="/wiki/Advertising_campaign" title="Advertising campaign">campaigns</a> to advertise the fact that they had the latest tunes and largest collections of ring tones. One of the biggest advertiser is the <a href="/wiki/Germany" title="Germany">German</a> company <a href="/wiki/Jamba!" title="Jamba!">Jamba!</a> (known as Jamster! in some countries), known for the <a href="/wiki/Sweety_the_Chick" class="mw-redirect" title="Sweety the Chick">Sweety the Chick</a> and <a href="/wiki/Crazy_Frog" title="Crazy Frog">Crazy Frog</a> <a href="/wiki/Ringtone" title="Ringtone">ringtone</a> characters. After months of public complaints, the <a href="/wiki/United_Kingdom" title="United Kingdom">British</a> <a href="/wiki/Advertising_Standards_Authority_(United_Kingdom)" title="Advertising Standards Authority (United Kingdom)">Advertising Standards Authority</a> (ASA) ruled on 21 September 2005 that many of the advertisements must be shown only after 9 p.m. The primary intention of this was to prevent the company from targeting young people in its campaigns.<sup class="plainlinks nourlexpansion citation" id="ref_ASA21Sept"><a class="external autonumber" href="https://en.wikipedia.org/wiki/Mobile_phone_content_advertising#endnote_ASA21Sept">[1]</a></sup><sup class="plainlinks nourlexpansion citation" id="ref_TheReg21Sept"><a class="external autonumber" href="https://en.wikipedia.org/wiki/Mobile_phone_content_advertising#endnote_TheReg21Sept">[2]</a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Trends">Trends</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Mobile_phone_content_advertising&action=edit&section=2" title="Edit section: Trends"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>A new<sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Manual_of_Style/Dates_and_numbers#Chronological_items" title="Wikipedia:Manual of Style/Dates and numbers"><span title="The time period mentioned near this tag is ambiguous. (February 2025)">when?</span></a></i>]</sup> trend in mobile phone content advertising is the "ad-supported" mobile phone service model. MVNO's such as <a href="/wiki/Virgin_Mobile" title="Virgin Mobile">Virgin Mobile</a> USA, <a href="/w/index.php?title=Xero_Mobile&action=edit&redlink=1" class="new" title="Xero Mobile (page does not exist)">Xero Mobile</a>, and <a href="/wiki/Blyk" title="Blyk">Blyk</a> offer, or plan to offer, free or subsidized mobile phone service in exchange for subscribers viewing a number of <a href="/wiki/Targeted_advertisement" class="mw-redirect" title="Targeted advertisement">targeted advertisements</a> that are supposed to be relevant to the subscriber. These MVNO's use a "one person per presentation" model. The relevancy of any given advertisement is based on <a href="/wiki/User_(telecommunications)" title="User (telecommunications)">user</a> <a href="/wiki/Demographics" class="mw-redirect" title="Demographics">demographics</a>, questionnaires, and the like. <a href="/wiki/Leap_Wireless" title="Leap Wireless">Leap Wireless</a> International Inc. holds a patent (Owensby 6,647,257) that allows a subscriber to subsidize his/her calls by viewing advertising, and uses a number of subscriber centric factors. </p><p>While advertising via a mobile phone is still relatively new, inventors have developed ways to use a mobile phone to present advertising to <i>persons standing near</i> a mobile phone user while the user speaks in a non-handsfree mode. Bayne's invention (Bayne, U.S. Pat. Application Nos. 20050239448 & 20050239495)teaches providing a mobile phone user with incentives (e.g. discounted talk time, free content, etc.) for allowing the phone to be used as a mini-billboard by manipulating the main screen to face outward to present advertising (in an alternate embodiment the invention uses the rear-facing screen). This invention differs from the conventional approach of "one person per presentation", and is based on the observation that "<a href="/wiki/Birds_of_a_feather_flock_together" title="Birds of a feather flock together">birds of a feather flock together</a>" to give the advertiser multiple views per presentation and a demographic that is the same, or similar to, the subscriber. Inventor Okawa (U.S. Pat. Application 20040259599) teaches a similar invention for presenting advertising to unspecified persons near a mobile phone user, using the rear screen, while the user speaks on a mobile phone. Presentation to persons other than the user will likely be used to increase <a href="/wiki/Market_share" title="Market share">market share</a> in <a href="/wiki/Low-income" class="mw-redirect" title="Low-income">low-income</a>/high-population areas, as well as provide a line extension for ad-supported MVNO's. </p><p>Anothter approach to <a href="/wiki/Mobile_content" title="Mobile content">mobile content</a> advertising is the use of <a href="/wiki/Viral_marketing" title="Viral marketing">viral marketing</a>. Through specially designed programmes users can send <a href="/wiki/Recommender_system" title="Recommender system">recommendations</a> for mobile content they like to their contact lists. <a href="/w/index.php?title=Passa_Parola&action=edit&redlink=1" class="new" title="Passa Parola (page does not exist)">Passa Parola</a>, the Italian version of <a href="/w/index.php?title=Meyou&action=edit&redlink=1" class="new" title="Meyou (page does not exist)">Meyou</a>, has reached a total of 800,000 registered users, by the use of viral marketing alone.<sup id="cite_ref-2" class="reference"><a href="#cite_note-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Motorsports">Motorsports</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Mobile_phone_content_advertising&action=edit&section=3" title="Edit section: Motorsports"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>On 19 June 2003 NASCAR prohibited advertising by any new mobile phone companies who were not in the sport at the time; mobile phone companies who were involved could stay with their current teams, but once they break from their current teams, they could not advertise in NASCAR's premier series. This prohibition was a byproduct of the new ten-year contract with Nextel Communications. </p><p>Motorsport advertising has been prevalent, especially to replace tobacco; in 2000, Alltel sponsored a car in the NASCAR Busch Series for Herzog Motorsports, and rookie driver <a href="/wiki/Jimmie_Johnson" title="Jimmie Johnson">Jimmie Johnson</a>. That partnership lasted only one year, as a result of Greg Penske joining the board of directors for Alltel. The firm then moved its sponsorship to Penske Racing with driver Ryan Newman. BellSouth in 1997 began advertising with Team Sabco (later Chip Ganassi Racing) before merging its mobile phone business with Southwestern Bell to form Cingular Wireless in 2001; Cingular then joined Richard Childress Racing in 2002. Both firms are grandfathered under NASCAR's deal with Nextel. </p><p>In Formula One, McLaren has signed a deal with <a href="/wiki/Vodafone" title="Vodafone">Vodafone</a> to sponsor their F1 team effective 2007. Ferrari is reportedly signed with <a href="/wiki/Telecom_Italia" class="mw-redirect" title="Telecom Italia">Telecom Italia</a>'s Alice brand of services in 2007 where the Alice brand will appear as the "primary" sponsor of the red cars where Marlboro is prohibited. </p> <div class="mw-heading mw-heading2"><h2 id="References">References</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Mobile_phone_content_advertising&action=edit&section=4" title="Edit section: References"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <style data-mw-deduplicate="TemplateStyles:r1239543626">.mw-parser-output .reflist{margin-bottom:0.5em;list-style-type:decimal}@media screen{.mw-parser-output .reflist{font-size:90%}}.mw-parser-output .reflist .references{font-size:100%;margin-bottom:0;list-style-type:inherit}.mw-parser-output .reflist-columns-2{column-width:30em}.mw-parser-output .reflist-columns-3{column-width:25em}.mw-parser-output .reflist-columns{margin-top:0.3em}.mw-parser-output .reflist-columns ol{margin-top:0}.mw-parser-output .reflist-columns li{page-break-inside:avoid;break-inside:avoid-column}.mw-parser-output .reflist-upper-alpha{list-style-type:upper-alpha}.mw-parser-output .reflist-upper-roman{list-style-type:upper-roman}.mw-parser-output .reflist-lower-alpha{list-style-type:lower-alpha}.mw-parser-output .reflist-lower-greek{list-style-type:lower-greek}.mw-parser-output .reflist-lower-roman{list-style-type:lower-roman}</style><div class="reflist"> <div class="mw-references-wrap"><ol class="references"> <li id="cite_note-1"><span class="mw-cite-backlink"><b><a href="#cite_ref-1">^</a></b></span> <span class="reference-text"><a rel="nofollow" class="external text" href="https://thephonecaseplace.com/blog/post/the-evolution-of-the-mobile-phone-case-market-from-fad-to-necessity-and-artwork">The Evolution Of The Mobile Phone Case Market</a></span> </li> <li id="cite_note-2"><span class="mw-cite-backlink"><b><a href="#cite_ref-2">^</a></b></span> <span class="reference-text">From: "<a rel="nofollow" class="external text" href="https://web.archive.org/web/20071018053130/http://mobile-ent.biz/news/28924/MoConDi-has-the-viral-say">MoConDi has the viral say</a>".</span> </li> </ol></div></div> <div class="mw-heading mw-heading2"><h2 id="Sources">Sources</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Mobile_phone_content_advertising&action=edit&section=5" title="Edit section: Sources"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <ol><li><style data-mw-deduplicate="TemplateStyles:r1041539562">.mw-parser-output .citation{word-wrap:break-word}.mw-parser-output .citation:target{background-color:rgba(0,127,255,0.133)}</style><span class="citation wikicite" id="endnote_ASA21Sept"><b><a href="#ref_ASA21Sept">^</a></b></span> Advertising Standards Authority (21 September 2005) "<a rel="nofollow" class="external text" href="https://web.archive.org/web/20051029080038/http://www.asa.org.uk/NR/rdonlyres/7E094194-311C-4B2E-8766-787DE19E30E2/0/Broadcastreport21Sept2005.pdf">Broadcast Advertising Adjudications</a>. Accessed 21 September 2005.</li> <li><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1041539562" /><span class="citation wikicite" id="endnote_TheReg21Sept"><b><a href="#ref_TheReg21Sept">^</a></b></span> Oates, John (21 September 2005) "<a rel="nofollow" class="external text" href="https://www.theregister.co.uk/2005/09/21/crazy_frog_off_air/">ASA stamps on Crazy Frog TV ads</a>". Accessed 21 September 2005.</li></ol> <div class="navbox-styles"><style data-mw-deduplicate="TemplateStyles:r1129693374">.mw-parser-output .hlist dl,.mw-parser-output .hlist ol,.mw-parser-output .hlist ul{margin:0;padding:0}.mw-parser-output .hlist dd,.mw-parser-output .hlist dt,.mw-parser-output .hlist li{margin:0;display:inline}.mw-parser-output .hlist.inline,.mw-parser-output .hlist.inline dl,.mw-parser-output .hlist.inline ol,.mw-parser-output .hlist.inline ul,.mw-parser-output .hlist dl dl,.mw-parser-output .hlist dl ol,.mw-parser-output .hlist dl ul,.mw-parser-output .hlist ol dl,.mw-parser-output .hlist ol ol,.mw-parser-output .hlist ol ul,.mw-parser-output .hlist ul dl,.mw-parser-output .hlist ul ol,.mw-parser-output .hlist ul ul{display:inline}.mw-parser-output .hlist .mw-empty-li{display:none}.mw-parser-output .hlist dt::after{content:": "}.mw-parser-output .hlist dd::after,.mw-parser-output .hlist li::after{content:" · ";font-weight:bold}.mw-parser-output .hlist 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