The first easily-customisable aspect of the mobile phone were the operator logos – small, monochrome images that show the logo of the mobile network operator (such as Vodafone) by default. These were often replaced by a person's name or a small symbol.
As handset manufacturers introduced better ring tones and audio capabilities the ring tones became the most common method of customising the phone. Web sites 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 word of mouth. However, these sites soon started charging a small fee for the privilege. The next step was to advertise these services.
Some companies started large mass media campaigns to advertise the fact that they had the latest tunes and largest collections of ring tones. One of the biggest advertiser is the German company Jamba! (known as Jamster! in some countries), known for the Sweety the Chick and Crazy Frog ringtone characters. After months of public complaints, the British Advertising Standards Authority (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.
Mobile Advertising was one of the main themes at the "3GSM World Congress" held in Barcelona, Spain in February 2007. The Mobile Entertainment Summit held there discussed whether Mobile Advertising Can Fund New Content Businesses and Resurrect Advertising.
One of the first operators to implement brand advertising campaigns was "AIS" from Thailand, where Honda has become one of the first global advertisers to use the phone's idle screen as a medium for mobile advertising. The AIS - Honda advertising campaign broadcast motorcycle and road driving safety tips and targeted millions of AIS mobile subscribers, offering a Honda moped as a prize in return for registering. The campaign utilised LiveScreen Media, a mobile advertising medium by "Celltick Technologies".
To ride the first wave of mobile phone advertising riches check out this amazing mobile phone advertising training video
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