You’ll must have heard bout Ring Back Tones. Yea, that service where you pay to make others listen to songs or audio clips and now, even Ads. OnMobile in conjunction with a cellular operator in Mumbai, India are testing Ad Ring Back Tones. Before the Ad RBT to be active, a user needs to setup his profile and based on that ads will be played instead of normal tring-tring when someone calls on his number. A feature which is unclear for us is the call-to-action feature which allows interested users to respond to the advertisement instantly with the click of a single key. What if the user picks up the call before? Will the ad be played first and then connect the user or will it work like a normal RBT? Undoubtedly, this gives more reach to the marketers but an ad prior to an urgent call is not what I expect.
Enrolled users are already been given the bait to try the service in exchange of discounts and offers.
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