ADVERTS over mobile phone might sound like a high-tech nightmare but O2 is embarking on a trial that could lead to the sale of advertising, The Times has learnt.

The mobile operator has confirmed that it is working with the advertising industry, including the media buyer ZenithOptimedia, to test a number of advertising ideas this year.

Although sponsored mobile phone downloads on O2 Active, its content service, are likely to be the focus of the trial, a group spokesman said it would research “other forms of advertising on mobiles”.

The spokesman said adverts could take the form of spoken commercials when people made a call but he did not specify what O2 trials would cover. He said “incentives” could be given for listening to adverts, including discounted calls, price cuts from advertisers or the chance to enter competitions.

O2 said one trial would involve sponsored downloads, free to users, which could be film clips, music videos or even downloadable commercials. Possibilities include an advertiser sponsoring a free download of the latest pop video.

O2 has also worked with eBay to create a version of the auction website tailored to mobile phones. Although it is possible to access the site on a mobile, it is not designed for use on a tiny screen.

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