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Advertising ring back tones momentum

By: Other, The Mobile Indian, New Delhi Last updated : August 16, 2018 7:40 pm

On average, there is a 15-second wait time before a call is answered. In these 15 seconds, the caller is a relatively undistracted, giving captive audience for brands. Messages delivered in this gap will be not only be heard but also listened to.
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It is for a fact that having a mobile phone now a day is not only a medium of communication but it is also emerging as a versatile advertising medium. The same device can be used to deliver text messages, banner advertisements, video advertisements, branded applications and now increasingly popular audio ads too.

Until now, radio has been the sole channel for delivering audio ads to the mass market. The mobile channel, however, now offers excellent promise to brands as a non-intrusive medium for the targeted delivery of effective audio advertisements, without requiring any change in the calling process.

The model is very simple yet brilliant--while waiting for the called party to answer the phone, the caller listens to brand commercials instead of a regular tring-tring or a caller tune. As soon as the called party answers the phone, the advertisement stops.

On average, there is a 15-second wait time before a call is answered. In these 15 seconds, the caller is a relatively undistracted, giving captive audience for brands. Messages delivered in this gap will be not only be heard but also listened to.

If we aggregate these 15 seconds of white space across all calls being made in India alone, you will find a huge amount of media space. One day's call volume alone in India can generate a mind-boggling amount of media play time equivalent to approximately 40 years.

StratosHear has launched this innovative model of delivering radio style advertisements on mobile phones across India in partnership with mobile operators.

This offering is an opt-in model and is available on all mobile phones regardless of the price. Consumers who choose the AdRBT (Advertisement ring back tone) service receive benefits from the Telco in return. As such, AdRBT represents an innovative model in which consumers benefit from being an active participant of the advertising channel.

This model is also great for advertisers as the audience is captive and message recall rates are high. An added advantage here is that messages can be targeted and can be delivered in local languages as well.

Mobile advertising has emerged as an integral part of any brand's marketing campaign today. Brands need to consider AdRBT in its own light--to come up with punchy, catchy messages that their captive listeners can absorb in 15 seconds or less. It's a challenge, surely, but the opportunity and scope is tremendous!

With AdRBT, your message is sure to be heard and you have a direct connection with your consumer. Each time with this new advertising medium, someone is surely listening!
(Vinay Kumar is chief executive officer of StratosHear Technologies. Views are personal)

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