Methods, systems, apparatus and computer program products are described for controlling content presented on user-controlled wireless device assets and/or features, such as ringtone, wallpaper, wireless device memory and the like. In present aspects, a user-requested control state change is undertaken from a user-controlled state to an advertisement-control state. In this regard, once the user has conceded control of the wireless device asset over to an advertiser or advertisement provider, the advertiser is allowed to provide advertisements to the designated wireless device asset for a predetermined period of time. From the advertiser or advertisement provider perspective present aspects provide for advertisements to be presented on novel platforms. Additionally, by gaining control over the wireless device asset the advertisers or advertisement providers are assured that their advertisements will be executed for the duration of the control period.