One of the challenges record labels face with the growth of ringback tones is a lack of cohesive marketing. Since each wireless operator gives their ringback tone service a different name, labels say developing a quick and easy consumer message for them is difficult.

Hoping to get around this, RealNetworks has tapped entertainment marketing consultants Davie Brown Entertainment to help drive awareness of the service in concert with their mobile operator clients.

Davie Brown says it will drive awareness of ringback tones through film and TV properties using a mix of product placement, custom integrations and licensed deals for co-promotion and revenue sharing partnerships.