Ringback Tone Advertising

RingBack Tone Advertising, or RBT-Ads (also known as RingBack Advertising, Ad RingBack, Ad-RBT, or Biz-Ring), replaces the Ringback tone period, or standard acoustic signal a caller hears that indicates the called phone is ringing, with advertisements or other promotional messages. Wireless carriers, calling cards, and free information services offer RBT-Ad space to advertisers, making it possible for service providers to offer free or very inexpensive wireless services to consumers and subscribers.

a) Interactive Reverse RingBack Tone Advertisement (IRRBT-Ad) specifically targets the subscriber. b) Interactive RingBack Tone Advertisement (IRBT-Ad) specifically targets the person calling a subscriber.

RingBack Tone Advertisement can be booked via direct negotiation with the carrier or firm offering the services and/or online with booking interfaces that are similar to Google AdWords.

Examples of firms using RingBack Tone Advertising include but not limited to: Coca-Cola, Unilever, Procter & Gamble, Nestle, Warner Bros., Burger King, Nivea, Kraft, HSBC, Aviva, China Airlines, Taiwan Sports Lottery, TKK Fried Chicken, HOLA, Nokia, Yakult, Marvel, and King Games.

RingBack Tone advertisement is categorized as in-call media (Keller, September 2009) or in-call advertisement (Qiao, 2009; Brian, 2009). According to the Mobile Marketing Association (MMA), which released the first guidelines regulating RingBack Tone Advertisement, it is a subcategory belonging to mobile marketing. 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 Tone advertisements as the second most acceptable form of advertising they would allow on their mobile device.

...
Wikipedia