UK Test of Cellphone Opt-In Video Ads
[ WSJ Free Article Here ]![[Billboard in a London train station sends related material to Bluetooth cellphones.]](http://online.wsj.com/public/resources/images/MK-AE938A_CELLA08212005192951.jpg)
During a recent two-week test, of 87,000 phones discovered by the transmitters at the railway stations, 13,000 people agreed to download clips. That 15% response rate is high by advertising-industry standards.
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