Ringback Tone Advertising
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, 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
mobile phone 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.