Verizon testing advertising on phones

Further validating that wireless advertising is on its way, Verizon Wireless, typically the most conservative operator when opening up its network to this stuff, says it is testing a program to open up its phones to advertising through a two-tier payment model. Currently, advertising has been limited on the cell phone primarily to text messaging and short code promotions. Verizon predicts that as much as 25 percent to 30 percent of the $100 billion spent each year on brand advertising will find its way onto the phone. Video on handsets looks to be the primary enabler here as marketers are now taking a closer look at this medium.

For more about Verizon Wireless' advertising plans:
- read this article from Advertising Age (reg. req.)