The Rise of Branded Ringtones

Along with several others I have long made the point that people will accept advertising on mobile phones — and even pay for it — as long as it’s done right.
The easiest entry will be for major brands. The article linked to in the heading focuses on car manufacturers selling ringtones and wallpapers based on their brands and advertising, and gives a very clear idea of the motives and benefits of all involved (brand, consumer, advertising agency etc)…”it’s no mystery to marketers that the more consumers interact with a brand’s content, the more likely they are to carry that with them when they make their purchasing decisions”.
This is not new behaviour: People already pay a lot of money to wear a t-shirt with a Nike brand, which is nothing more than walking advertising for the company. Ringtones have the same effect…everytime someone with a branded ringtone receives a call everyone in the vicinity hears the ad.
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Cell Phones Emerge as New Advertising Medium

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