Facebook partners with ZipDial to launch new 'Missed Call' ad format

Once a user clicks on the ad on Facebook, a number is dialled and continues engagement with the user off Facebook via SMS and voice. Initial results and data prove high ROI for advertisers

e4m by exchange4media Staff
Updated: Jul 8, 2014 8:03 AM
Facebook partners with ZipDial to launch new 'Missed Call' ad format

Nearly half of the world’s population today resides in emerging markets. The next three billion consumers are potentially the fastest growing set of consumers who are ready to engage with brands and are using their mobile phones to stay connected. The rate at which these high growth markets are using mobile to stay connected with platforms like Facebook is astounding. Today, more than a billion people access Facebook, and a majority of these users access Facebook from a feature phone, including 66 per cent in India, 71 per cent in Indonesia and 68 per cent in South Africa*.

Facebook recognized that consumers and advertisers in emerging markets need a different experience and therefore partnered with ZipDial to launch their first ad product specifically designed for emerging markets – the ‘Missed Call’ ad format. Once a user clicks on the ad on Facebook, a number is dialled which triggers the ZipDial experience and continues engagement with the user off Facebook via SMS and voice. This experience then drives online-to-offline engagement that encourages the user to perform an action such as purchasing a product, watching a television show, etc.

What are the results till date?

Since ZipDial integrates across all media channels including Print, TV, OOH, and non-Facebook digital ads, with different ZipDial numbers, the platform tracks the medium that drives higher ROI for the advertiser. The results so far from clients using the product include:

• 10.4x higher ROI for Digital ads (including Facebook and non-Facebook) than Print in terms of consumer acquisition cost.
• 3.02x higher ROI for Facebook than other Digital ads off of Facebook in terms of consumer acquisition cost.
• 15.5% higher Repeat Engagement rate for Print than Facebook.
• 78% higher Response rate for Feature Phone users as compared to Android users on Facebook.

What do brands think of this solution?

The initial market feedback has been very encouraging. Rupika Raman, General Manager of Garnier, has been extremely thrilled with the pilot they did with the Facebook Click2Call ad format. “When we were approached by Facebook to become the first brand globally to take part in the click-to-missed-call innovation, we were excited to try it out. It has reaped rich dividends and has been highly impactful,” she said.

Disney won 2 Golds in the SMARTIES™ India 2013 Awards at the MMA Forum India, New Delhi last year for their Jet Set Go Campaign that integrated ZipDial’s solutions strategically to drive increased viewership. They have been happy with what they saw with the campaign pilot. Saket Arbhi, Manager, Marketing says, “Disney India has been using ZipDial for viewer engagement for 2.5 years since April 2012. We have even used ZipDial to drive engagement across Television, Movies and our Merchandise. So using the Facebook-ZipDial mobile ad product was a natural extension of how we use ZipDial to engage kids and their families across all Disney platforms.”

“We are so encouraged by the response in India that we will be immediately making the product available in other markets in Asia as well as in Africa,” said Valerie Wagoner, Founder & CEO of ZipDial. “We have thoroughly enjoyed collaborating with the Facebook team, and we look forward to making a global impact with this product and others to come.”

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