Ringback Tone Advertising
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Ringback Tone Advertising (also known as Ringback Advertising, Ad Ring Back or Ad-RBT ) belongs to the category of in call media (keller, September 2009 ) or in call advertisement (Qiao, 2009) (Brian, 2009). Many refer to it also as part of mobile marketing as Ringback Tone Advertising is mostly offered from wireless carriers for mobile phones and from free call services where the subscriber uses a cellular phone to connect to the free call service. The development of Ring Back Tone Advertisement started with patent filings in 1989 by Streitzel and is still ongoing. The first functional prototype for Ring Back Tone Advertisement was developed by Seelig in 2001 based on Seelig patent filings and published in the Economist magazine August 2001. Commercial use of RBT advertisement started around 2008 with several mobile carriers Turkcell, one mobile and with an independent VoIP service RingPlus and Peter zahlts. There are two different kinds of RBT ads. RBT ads which are played to the caller calling a subscriber to the service (called 3 person RBT ads), and targeted RBT ads played to the subscriber when he makes a phone call (called direct targeted RBT ads). Subscribers to ring back tone advertising are incentivized to allow branded advertising content as their ringback tone. Incentives include earning airtime, free calls or credit depending on the number of times callers listen to Ringback Tone Advertisements. [13][14][15][16][17][18] Direct targeted Ringback Advertising, currently offered to telecoms operators by a small number of supplieres including Ericsson, RingPlus, LiveWire Mobile, CPM Telecom, Preferred Voice, Huwaii, means subscribers can agree to listen to advertising themselves when they call another mobile phone [19][20][21][22] or land line RingPlus besides being a supplier of this service is the only operator which offers this subscriber based RBT ads to users since 2008 after beta testing it in 2001. Ringback Tone Advertising is being described as a new type of advertising [23] that competes with long-standing advertising media such as TV, radio, newspaper and the Internet. [24] It has been reported that in the United States, consumers rate Ringback Advertisements as the second most acceptable form of advertising they would allow on their mobile device. [25]
Ringback Tone Advertising Potential [1]
In 2009, Nielsen mobile estimated that an average US mobile subscriber receives about 4 calls per day, which places the total inbound call volume of 3 billion global mobile subscribers at approximately 12 billion inbound calls per day, a figure that has remained more or less steady for the past few years. Based on the total inbound call volume, the global opportunity for Ad‐RBT is immense. For example, if just twelve million mobile subscribers used their RBT to advertise a favorite product or organization, ring‐back advertising would be delivering approximately 48m paid advertisements per day, slightly higher than Google’s pay‐per‐click search advertising transactions per day on the web. Furthermore, Ad‐RBT is a mobile experience that is always shared between users, and so it has the potential to expand virally if Ad‐RBT content is engaging, interesting, funny, or relates to brands or causes that people are passionate about. It is therefore important that ad content be brief and efficient, or exciting and playful, or practical and need‐specific to increase consumer acceptance and interaction, and to reduce churn rate.
Ringback Tone Advertising
Mobile network operators in Turkey [2][3][4] and India [5][6] and used for advertising by brands including Coca-Cola, Unilever, Procter & Gamble, Nestle, Warner Bros., Burger King, Nivea, Kraft, HSBC and Aviva.[7][8][9]
Mobile phone subscribers are incentivized to allow branded advertising content as their ringback tone. Incentives include earning airtime or credit depending on the number of times callers listen to Ringback Tone Advertisements.[10][11][12][13][14][15] A second type of Ringback Advertising, currently offered to telecoms operators by a small number of companies including Ericsson, means subscribers can agree to listen to advertising themselves when they call another mobile phone.[16][17][18]
Ringback Tone Advertising is being described as a new type of advertising [19] that competes with long-standing advertising media such as TV, radio, newspaper and the Internet.[20] It has been reported that in the United States, consumers rate Ringback Advertisements as the second most acceptable form of advertising they would allow on their mobile device.[21]
In referenced examples of Ringback Tone Advertising, advertising brands are charged according to the amount of advertising that has been listened to by callers.[22][23] Mobile phone operators using Ringback Tone Advertising have reported the following benefits: creating an unconventional mobile advertising platform; providing a loyalty program for subscribers that reduces subscriber churn; creating mobile marketing revenue; and reaching out to subscribers on competitive mobile networks.[24]
[edit] Ringback Tone Advertising in Taiwan
Oh! Ya is the first and only mobile marketing service provider in Taiwan launching “Ringback Tone Advertising” service since 2009/6/1.
Oh! Ya also represents Taiwan Mobile Co., Ltd., as the exclusive agent of its innovative and money-making service—“528 Ring Back Tone“[26]. Now in Taiwan “Ringback tone advertising” is used for advertising by brands including China Airlines, Taiwan Sports Lottery, T.K.K. Fried Chicken, HOLA, NOKIA, Yakult.
In 2010, Oh!Ya launched the new function “Hotkey” in Taiwan[27]. Consumers who are interested in getting more advertising messages heard over Ad-RBT can use their phones to request more information through pressing the specific number key. And they will get an SMS message delivered after the call.
[edit] References
- ^ Mobile Marketing Association, March 1, 2010, http://www.livewiremobile.com/sites/default/files/MMA_ringback_tone_whitepaper_final.pdf
- ^ Mobile Marketer, February 2009, http://www.mobilemarketer.com/cms/news/advertising/2566.html
- ^ Trading Markets, http://www.tradingmarkets.com/.site/news/Stock%20News/2146887/
- ^ iStock Analyst, http://www.istockanalyst.com/article/viewiStockNews/articleid/2988262
- ^ International Association of Journalists, July 2008, http://www.journalist-association.eu/archive/news.php?newsid=10385
- ^ EFY Times, July 2008, http://www.efytimes.com/efytimes/fullnews.asp?edid=27536
- ^ Mobile Marketer, February 2009, http://www.mobilemarketer.com/cms/news/advertising/2566.html
- ^ Trading Markets, http://www.tradingmarkets.com/.site/news/Stock%20News/2146887/
- ^ iStock Analyst, http://www.istockanalyst.com/article/viewiStockNews/articleid/2988262
- ^ Mobile Marketing Magazine, January 2009, http://www.mobilemarketingmagazine.co.uk/2009/01/turkcell-hails-tone-win-platform.html
- ^ Mobile Advertising News, http://www.mobiadnews.com/?p=2307
- ^ International Association of Journalists, July 2008, http://www.journalist-association.eu/archive/news.php?newsid=10385
- ^ EFY Times, July 2008, http://www.efytimes.com/efytimes/fullnews.asp?edid=27536
- ^ Mobile Marketing Magazine, January 2009, http://www.mobilemarketingmagazine.co.uk/2009/01/turkcell-hails-tone-win-platform.html
- ^ Reuters, http://www.reuters.com/article/pressRelease/idUS142382+19-Feb-2009+PRN20090219
- ^ Intellectual Property Today, February 2009, http://www.iptoday.com/news-archived-article.asp?id=3479&type=
- ^ Reuters, February 2009, http://www.reuters.com/article/pressRelease/idUS174696+02-Feb-2009+GNW20090202
- ^ Ericsson website, http://archive.ericsson.net/service/internet/picov/get?DocNo=28701-EN/LZT1089792&Lang=EN&HighestFree=Y
- ^ Reuters, http://www.reuters.com/article/pressRelease/idUS142382+19-Feb-2009+PRN20090219
- ^ Mobile Marketer, February 2009, http://www.mobilemarketer.com/cms/news/advertising/2566.html
- ^ Ericsson website, http://www.ericsson.com/solutions/page.asp?ArticleId=1962B9ED-B28E-48DB-B384-3521392582A0
- ^ Mobile Marketer, February 2009, http://www.mobilemarketer.com/cms/news/advertising/2566.html
- ^ Mobile Marketing Magazine, January 2009, http://www.mobilemarketingmagazine.co.uk/2009/01/turkcell-hails-tone-win-platform.html
- ^ Mobile Marketer, February 2009, http://www.mobilemarketer.com/cms/news/advertising/2566.html
26.chinatimes, 2009/06/02,http://news.chinatimes.com/2007Cti/2007Cti-News/2007Cti-News-Content/0,4521,50101305+112009060200068,00.html
27.economic daily news , 2010/02/01
[edit] External links
Oh!Ya neo-media http://www.ohyatel.com/
Oh!Ya neo-media 528 shopping club https://ssl.528.club.tw/
528 Ring Back Tone http://528.catch.net.tw/adpsvr/indexIndex.adp
ECT ringbacks http://www.ect-ringback.com/
