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Your cell phone isn’t what it used to be. As technology and cell phone developers race frantically into competition to bring us the latest and greatest uber-combination: video, mp3 players, wireless internet, touch-button downloading, the frenzy continues to keep up with the times. As the camera phones and text messaging become the norm, more possibilities for the future of cell phones are slowly emerging.

The scope of the Internet is opening up incredible doors for dual-consumer technology; think of how easy it is to download information to a cell phone for mobile reference. This is only encouraged further with today’s functions of the iPod and Zune, allowing users to carry complete media files, videos, and music available to them at a touch of a button or screen. Cell phones are beginning to take on similar featuers; Verizon’s Chocolate is entertaining the masses with an iPod-like music feature. Bluetooth technologies are going mainstream as more people enjoy the freedom of hands-free roaming, as well as inter-gadget networking. And advertisers are noticing the trend, big time.

As advertising turns digital, more companies are realizing the potential benefits of branding and marketing in a digital format. Whether it’s through SMS text messaging, complete download plug-ins available to specific cell phone service subscribers, or sending out Bluetooth-enabled posters and images to ‘catch’ the views of Bluetooth users, advertising is approaching another revolutionary sequence that will change the way consumers receive messages.

Cell phones are the new customer ‘receivers;’ they are owned by thousands of empowered purchasers, people who make decisions on a daily basis. Subscribers to one cell phone service may enjoy the ability to download shopping ‘channels’ and other highlights direct from their providers; as more consumers pick up on this ease of technology, advertisers are honing in on the great potential to deliver targeted messages, incorporate video and music, and launch full-blast campaigns in an effort to literally ‘feed’ their demographic segments. Companies such as Mobi-TV  are creating packages for advertisers to purchase segments of broadcast time that are delivered to cell phones on a particular network. As video-sharing becomes more prominent online, advertisers are harnessing the power of video and adapting it for delivery directly to the cell phone user.

Banner ads online are the equivalent of billboards and posters in the offline world; however, cell phones provide a uniquely independent, perhaps even distinguished medium, for advertisers to select, find, and literally ‘zap’ their markets with relevant content and creative material. Whether cell phone customers adapt to this easily is difficult to predict at this time. Needless to say, the likes of ESPN Mobile  are creating new opportunities for entertainment and advertising technology.