The mobile phone is a magic device widely used these days. Although it has been nearly 30 years since the first commercial mobile-phone network was launched, advertisers have yet to figure out how to get their 11 out to mobile-phone users in a big way. There are 2.2 billion cell-phone users worldwide, a 12 that is growing by about 25% each year. Yet spending on ads carried over cell-phone networks last year 13 to just $1.5 billion worldwide, a fraction of the $424 billion global ad market.
But as the number of eyeballs glued to 14 screens multiplies, so too does the mobile phone’s value as a pocket billboard (广告牌). Consumers are 15 using their phones for things other than voice calls, such as text messaging, downloading songs and s, and 16 the Internet. By 2010, 70 million Asians are expected to be watching videos and TV programs on mobile phones. All of these activities give advertisers 17 options for reaching audiences. During soccer’s World Cup last summer, for example, Adidas used real-time scores and s to 18 thousands of fans to a website set up for mobile-phone access. "Our target audience was males aged 17 to 25," says Marcus Spurrell, Adidas regional manager for Asia. "Their mobiles are always on, always in their pocket—you just can’t 19 cell phones as an advertising tool." Mobile-phone marketing has become as 20 a platform as TV, online or print.
A. accessing B. amounted C. approaching
D. attract E. casual F. characters
G. fresh H. ignore I. increasingly
J. messages K. patiently L. tiny
M. total N. violated O. vital