Advertisers

With over 750 million mobile subscribers in India, the mobile phone is now more prolific than television, radio and computer put together. With an average of 12 calls a day, there are over 9 billion calls made each day ! Ringa Communications taps this opportunity potential to the maximum and delivers a powerful marketing medium for your organization to harness it for its growth.

The introduction of the Ringa Telecom’s Mobile ART ® (Mobile Advertisement via Ringtone Technology) campaign management and booking platform is going to change the face of marketing forever.

• What is RBT?

  A Ring-Back Tone (RBT) is an audible indication that is heard on the telephone line by the calling party after dialing and post dial delay and prior to the call being answered at the receiving end. This is normally a repeated tone that assures the calling party that the called party's line is ringing, although the ring-back tone may be out of sync with the ringing signal. These days, especially in a mobile phone, you have an option to play a song instead of the ring.

• Why advertise via RBT?

   

  Mobile advertising is a rapidly growing sector providing brands, agencies and marketers the opportunity to connect with consumers beyond traditional and digital media directly on their mobile phones.

  Marketing with our Mobile ART® solution offers several key benefits to marketers:

  • Does not require special handsets or 3G data service:

    Advertisements can be played on 100% of mobile users, where the Mobile Operator of the called party supports the service. RBT ads can be heard by any caller, both mobile and fixed, local or international, at home or roaming abroad.

  • Reaches a highly attentive audience:

    Due to the fact callers are waiting for the other party to answer while being exposed to a ring-back tone, they are attentive to the advertising message.
    The RBT is the only "unused time" during the making and receiving of calls functionality of the phone that is suitable for advertising.

  • Immediate Metrics:

    Our platforms can provide real and accurate data on the level of exposure of a particular campaign or audio clip. For example, Mobile ART® platform can provide the exact number of exposures on a daily basis including response rates relating to different segments.

  • Does not interrupt native phone behavior:

    RBT plays during normal use of the phone, placing and receiving calls. Once users choose to participate with our advertising program, there is no new behavior undertaken by the user or their callers. An average user between 18 - 45 years old receives 7 or more calls per day and therefore can support the distribution of 210 or more ads per month.

  • Supports response mechanism:

    Callers who are interested in learning more about an advertising message heard over Ad-RBT can use their phone to request more information through a call-back, by an SMS message delivered after the call, and more.

  • Measurement and Statistics:

    Due to the very nature of the technical implementation of ring-back tones call set up, messages for each and every call pass through the Mobile ART® platform. Detailed reports can be generated of which messages were played, when, and for how long.

  • Targeting:

    Inherent in the fundamentals of telephony is that a determination can be made from the phone number of the geographic region and other general information about the subscriber. This data may be utilized in a responsible manner to further improve the relevance and effectiveness of the advertisement campaigns.
    
    

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• Advertisers can reach millions of prospects in a few easy steps.

   

  • Step 1 – Choose the audience size or number of impressions

    Number of impressions is available in multiple of million ringas. Approximate audience size will be provided based on impression selected and criteria chosen.

  • Step 2 – Select area (Telecom circles) that you wish to target and chose schedule (Period & Timings)

    Choose filters available like Telecom Circles and the period for which you wish to run the ad campaign.

  • Step 3 – Create ad jingle that you wish to play on the chosen subscribers' RBT

    Create an ad jingle as per the telecom guidelines and other specification. We can also assist you in creation of this jingle on actual rates.

  • Step 4 – Go Live ! Get real time reports* for your campaign

    Detailed, real-time reports will reflect the actual running stats, impressions served, response rates, time of response and much more. This empowers the agency or brand to have control over their mobile advertising spend and ROI. (*Reports will be posted with 2 hours delay)

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• Opportunity:

   

  Number of subscribers available in each circle:

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• How it works:

   

  Calling Party (A) dials Called Party (B) and hears an ad jingle instead of a regular ringer tone or caller tune. The ad is typically for a period of 10 seconds and ends with a prompt for user feedback. Select keys are assigned for capturing different feedback from listener. Interested callers can request for more information via text or call back later.

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• Ad duration and details:

   

  A typical ad is for a period of 10 seconds and is usually split into ad message and prompts for user feedback or punch line or brand jingle. The brand/product name is usually conveyed in the first 5 seconds and the ad message is usually composed of 7 seconds. 3 seconds of feedback prompt or brand jingle is played to end the advertisement. Please see the graph below for details.

  

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• Frequency & Schedule:

   

  Frequency, Rotation and Capping is available for all campaigns. Advertisers can chose the max number of times each ad can be played for each listener (per day or overall). You can also have multiple ads run in sequence for each individual caller to build like a story. At an additional cost you can also block a specific time to run your campaign exclusively. E.g. The launch date

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• Purchase Models:

   

  • CPR – Cost Per Ringa:

    You can buy ringas (ad-rings) in multiples of million. Price depends on number of multiples bought and period selected.

  • CPP - Cost Per Population (Audience):

    You can select the number of unique audience you wish to reach. Price depends on period selected.

  • CPL – Cost Per Launch

    If you wish to launch your product on a particular day and block the entire day exclusively for your campaign, you could do that for a fixed price. Available in multiples of million ringas.
  
  Optional
  

  • CPA – Cost Per Action:

    Depending on the selection made from the above two options, you can gather feedback from your audience or send additional info, for a nominal cost.

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