Advertisers are trying to figure out what opportunities might exist for them with cellphones.

Andy Donchin, director of broadcast at Carat USA, said his group is “moving in that direction. We’re experimenting with the [digital] platform,” which includes cellular.

T.S. Kelly, VP and director of research and insights at Media Contacts, the interactive marketing arm of MPG, said the emergence of cellphone-based video content won’t have an immediate effect on advertising. But that isn’t stopping advertisers from exploring the potential wireless offers as a marketing medium.

“We’re seeing text messaging as being one of the major [opportunities],” he said. “Right now video doesn’t even pop up on the radar screen. We’re talking about something that’s a potential. We see it in Japan and South Korea and we see it in Europe.”