In-call ad platform launched

Consumers spend hours each year waiting for their phone calls to connect. That is wasted time for the consumer - and for the advertiser. A new platform could change that by offering in-call ads. This isn't a new premise but the platform is said to take a different approach than other in-call ad platforms.

by Kristina Knight

Partners Oridian, an international ad network and Jajah, a communication company, created the platform which overlays short audio ads on a ring tone before the call begins.

"In-call advertising gives call sponsors the ability to reach a global audience on a truly personal level," said Jacob Nizri, CEO of Oridian. "By its very nature, JaJah creates permission-based, targeted audiences that Oridian can reach effectively, bringing new business to non-US advertisers and monetizing US publishers’ international traffic. US publishers currently sell 80% of their ad space but are missing out on 20% of their potential audience.”

Here is how the platform works. Rather than hearing a ring tone, when a user places a call using the Jajah platform they will hear a short message from an advertiser. Once the call is connected the ad clicks off. Once the ad is completed, advertisers can choose to integrate mobile SMS messages to prompt an action from the listener or even display banner ads during the phone call.

According to information from Jajah, their in-call ads have an average CPC rate of 12%. The platform allows for demographic targeting according to age, gender, income levels and even call behaviors.

In-call ads are still a relatively new platform, but it does promise to be an interesting ad medium.