Ring back, or ring tone advertising is on the rise, and it’s such a simple premise you wonder why nobody thought of it years ago. We all know what a ringtone is, those annoying beeps while we are waiting for the person we have called to answer the phone, so it really is the perfect opportunity to place an advert of jingle when you have the caller’s rapt attention.
There are some, obviously, who object to this, as they call it an intrusion, but it is no worse that TV programmes being interrupted at crucial points to bombard you with videos of people dancing around telling you which toilet rolls to use. There are even a few who have said that it could bring down the entire mobile phone market, they are probably those same purists that told us that computers were a flash in the pan!
Ring back advertising is extremely popular in Europe and is increasing quickly in India and Japan. The US has been a bit slow in catching onto the craze but they too are now grasping the concept and making moves to implement it. It is being targeted first at the pay as you go sector, and in return for listening to ads whenever you make a call you can get free minutes to use on your phone.
This seems to be win-win situation for all concerned, as the mobile providers sell the time to advertisers and then pass on the revenue to you through the free airtime you receive. With the cost of traditional advertising methods through the media rising all the time, companies are looking at other ways to get their message across, and ring back advertising seems very viable.
If you think how many calls are made every day on mobile phones, it’s little wonder that this form of advertising is the latest buzz in the marketing world. Experts reckon it can actually have more impact than a TV advert as many leave the room in the ad breaks to visit the bathroom or put the kettle on.
Even if you are multi-tasking and doing something else while waiting for your call to be answered, you are listening for the voice at the other end and thus will hear the ad or the jingle.