InformationWeek tells us sales of multimedia cell phones will reach 300 million units in 2008, exceeding traditional television sets. By 2011 90% of cell phones will play MP3s and video. This means movies soon will be in your pocket or on your wrist more than on big screens, and advertisers will continue to migrate more dollars to mobile video, search, and web formats. Media buyers should start testing mobile formats now to get ahead of the curve. Even if Ben Hur looks like Toy Story on your wrist.