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Cellphone screen is today's hip billboard

Ads must be targeted, relevant, and even cool

Enpocket Inc. reports customers click on cellphone ads 3 to 6 percent of the time. Enpocket Inc. reports customers click on cellphone ads 3 to 6 percent of the time.
By Carolyn Y. Johnson
Globe Staff / February 20, 2007

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In an ad-saturated world, the cellphone screen is a nearly pristine canvas. But a number of area companies are helping to transform the device that 220 million people are loath to leave at home into a personal, pocket-sized billboard, hawking everything from the latest ringtone to Fabio-favored "I Can't Believe It's Not Butter!" (Full article: 1080 words)

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