Ringback Tone Advertising
Encyclopedia
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
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 and India and used for advertising by brands including Coca-Cola
, Unilever
, Procter & Gamble
, Nestle
, Warner Bros.
, Burger King
, Nivea
, Kraft
, HSBC
and Aviva
.
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. 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.
Ringback Tone Advertising is being described as a new type of advertising that competes with long-standing advertising media such as TV
, radio
, newspaper
and the Internet
. 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.
In referenced examples of Ringback Tone Advertising, advertising brands are charged according to the amount of advertising that has been listened to by callers. 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.
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.
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/
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
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 and India and used for advertising by brands including Coca-Cola
Coca-Cola
Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in more than 200 countries. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke...
, Unilever
Unilever
Unilever is a British-Dutch multinational corporation that owns many of the world's consumer product brands in foods, beverages, cleaning agents and personal care products....
, Procter & Gamble
Procter & Gamble
Procter & Gamble is a Fortune 500 American multinational corporation headquartered in downtown Cincinnati, Ohio and manufactures a wide range of consumer goods....
, Nestle
Nestlé
Nestlé S.A. is the world's largest food and nutrition company. Founded and headquartered in Vevey, Switzerland, Nestlé originated in a 1905 merger of the Anglo-Swiss Milk Company, established in 1867 by brothers George Page and Charles Page, and Farine Lactée Henri Nestlé, founded in 1866 by Henri...
, Warner Bros.
Warner Bros.
Warner Bros. Entertainment, Inc., also known as Warner Bros. Pictures or simply Warner Bros. , is an American producer of film and television entertainment.One of the major film studios, it is a subsidiary of Time Warner, with its headquarters in Burbank,...
, Burger King
Burger King
Burger King, often abbreviated as BK, is a global chain of hamburger fast food restaurants headquartered in unincorporated Miami-Dade County, Florida, United States. The company began in 1953 as Insta-Burger King, a Jacksonville, Florida-based restaurant chain...
, Nivea
Nivea
Nivea is a global skin- and body-care brand that is owned by the German company Beiersdorf. The company was founded on March 28 1882 by pharmacist Carl Paul Beiersdorf. In 1900, the new owner Oskar Troplowitz developed a water-in-oil emulsion as a skin cream with Eucerit, the first stable emulsion...
, Kraft
Kraft Foods
Kraft Foods Inc. is an American confectionery, food and beverage conglomerate. It markets many brands in more than 170 countries. 12 of its brands annually earn more than $1 billion worldwide: Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oscar Mayer, Philadelphia, Trident, Tang...
, HSBC
HSBC
HSBC Holdings plc is a global banking and financial services company headquartered in Canary Wharf, London, United Kingdom. it is the world's second-largest banking and financial services group and second-largest public company according to a composite measure by Forbes magazine...
and Aviva
Aviva
Aviva plc is a global insurance company headquartered in London, United Kingdom. It is the sixth-largest insurance company in the world measured by net premium income and has 53 million customers in 28 countries...
.
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. A second type of Ringback Advertising, currently offered to telecoms operators by a small number of companies including Ericsson
Ericsson
Ericsson , one of Sweden's largest companies, is a provider of telecommunication and data communication systems, and related services, covering a range of technologies, including especially mobile networks...
, means subscribers can agree to listen to advertising themselves when they call another mobile phone.
Ringback Tone Advertising is being described as a new type of advertising that competes with long-standing advertising media such as TV
Television
Television is a telecommunication medium for transmitting and receiving moving images that can be monochrome or colored, with accompanying sound...
, radio
Radio
Radio is the transmission of signals through free space by modulation of electromagnetic waves with frequencies below those of visible light. Electromagnetic radiation travels by means of oscillating electromagnetic fields that pass through the air and the vacuum of space...
, newspaper
Newspaper
A newspaper is a scheduled publication containing news of current events, informative articles, diverse features and advertising. It usually is printed on relatively inexpensive, low-grade paper such as newsprint. By 2007, there were 6580 daily newspapers in the world selling 395 million copies a...
and the Internet
Internet
The Internet is a global system of interconnected computer networks that use the standard Internet protocol suite to serve billions of users worldwide...
. It has been reported that in the United States
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
, consumers rate Ringback Advertisements as the second most acceptable form of advertising they would allow on their mobile device.
In referenced examples of Ringback Tone Advertising, advertising brands are charged according to the amount of advertising that has been listened to by callers. 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.
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.
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/