Call to Action allows users to get more information or to communicate with the advertiser while the advertisement is playing. For example, if you see an advertisement for the latest car, you would press the call to action button and an SMS text could be sent to your phone with the nearest dealership or a dealer could send you more information.
“The cell phone is inherently an inferior entertainment platform when compared to other media devices like TVs,” according to Frank Dickson, Chief Research Officer for MultiMedia Intelligence. “However, the cell phone is inherently a superior portable communications platform. It allows the possibility for TV advertising outside the home as well as creating a new form of advertising. Call to Action leverages the built in return channel of the handset to deliver advertising beyond the capabilities of the existing living room TV experience.”