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MARKETING WITH RING‐BACK TONES 
WHITEPAPER                                                                         MARCH 1, 2010 
 
Contributors: 

The following companies provided contribution to this whitepaper:  

    •   Comverse (Orly Rapaport) 
    •   Livewire Mobile (Peter Karney) 
    •   Ringco Ltd (Johannes Booysen) 
    •   Xipto, Inc. (Nicolas Arauz)  
 

                            

                                                  

                            

                                                                        

 

 

 

This White Paper has been created by members of the Mobile Marketing Association and intended to 
provide insight into a new emerging area of focus. It should not be considered MMA policy nor is there a 
guarantee that any ideas contained here will be included in future MMA Guidelines, Best Practices and 
Standards. 
INTRODUCTION  
Since the invention of the telephone, an alert or ‘ring‐back’ tone has been played to the calling party 
when calls are placed. This continues while the caller waits for the call to be answered. The typical sound 
of a ring‐back tone is a staccato or steady tone, letting the caller know that the call is being connected. 

During this time the caller is typically alert and silent waiting for the call to be answered. In fact, it is 
arguably one of the few times in our modern and hectic lives when we provide our undivided attention 
to one task. 

A ring‐back tone (“RBT”) is idle time with a captive audience (the inbound caller), and since the early 
2000’s has been repurposed by many mobile operators for music and other kinds of audio 
entertainment content. With personalized ring‐back tone service, the called party (or “B‐party”) can 
purchase music to play for the caller (the “A Party”). These services sometimes carry a monthly fee for 
the mobile subscriber; content is purchased as individual ringback songs or bundled with ringtones and 
other media. 

Marketing and advertising messages can also distributed through RBT and the first several of these 
“Ad‐RBT” services launched in 2008 in North America, Europe, and Asia.  

With over 3 billion mobile phones in use worldwide, Ad‐RBT represents one of the most compelling and 
scalable new media platforms in recent history. However, the very qualities that make mobile phones 
attractive to advertisers also make it critical that Ad‐RBT platforms are developed and managed properly 
so that all mobile subscribers who experience Ad‐RBT have positive, rewarding experiences.  

 

MARKET SIZE AND GROWTH TRENDS 
In 2009, Nielsen mobile estimated that an average US mobile subscriber receives about 4 calls per day, 
which places the total inbound call volume of 3 billion global mobile subscribers at approximately 12 
billion inbound calls per day, a figure that has remained more or less steady for the past few years.  

Based on the total inbound call volume, the global opportunity for Ad‐RBT is immense. For example, if 
just twelve million mobile subscribers used their RBT to advertise a favorite product or organization, 
ring‐back advertising would be delivering approximately 48m paid advertisements per day, slightly 
higher than Google’s pay‐per‐click search advertising transactions per day on the web. 1 




                                                            
1 Google receives 63% of the 11.7b US searches per month and realizes an 18% click through rate according to Comscore, Inc August 2008 US Search Engine 

Rankings and Statistics, http://ir.comscore.com/releasedetail.cfm?ReleaseID=335556
                                                                                           

                                                                                       

                                                                                 www.mmaglobal.com        © 2010 Mobile Marketing Association             Page 2 
Furthermore, Ad‐RBT is a mobile experience that is always shared between users, and so it has the 
potential to expand virally if Ad‐RBT content is engaging, interesting, funny, or relates to brands or 
causes that people are passionate about.  

It is therefore important that ad content be brief and efficient, or exciting and playful, or practical and 
need‐specific to increase consumer acceptance and interaction, and to reduce churn rate.   

                

 

 

 

 

 

 
        
 
BENEFITS OF MARKETING WITH RING‐BACK TONES (RBTS) 
        

Marketing with RBT, commonly known as “Ad‐RBT”, offers several key benefits to marketers as a mobile 
marketing solution: 
       
   • Ad‐RBT does not require special handsets or 3G data service: Ad‐RBT can be offered to 100% of 
      mobile users, where the Mobile Operator of the called party supports the service. RBT ads can be 
      heard by any caller, both mobile and fixed, local or international, at home or roaming abroad.  
       
   • Ad‐RBT reaches a highly attentive audience: Due to the fact callers are waiting for the other 
      party to answer while being exposed to a ring‐back tone, they are attentive to the advertising 
      message. 
 
   • The RBT is the only “unused time” during the making and receiving of calls functionality of the 
      phone that is suitable for advertising. 
 
                                                                                       

                                                                                 www.mmaglobal.com        © 2010 Mobile Marketing Association             Page 3 
•      Immediate Metrics: Ad‐RBT platforms can provide real and accurate data on the level of 
              exposure of a particular campaign or audio clip. For example, Ad‐RBT platforms can provide the 
              exact number of exposures on a daily basis including response rates relating to different 
              segments. 
 
       •      RBT does not interrupt native phone behavior: RBT plays during normal use of the phone, 
              placing and receiving calls. Once users choose to participate with Ad‐RBT, there is no new 
              behavior undertaken by the user or their callers. An average user between 18‐45 years old 
              receives 4 or more calls per day and therefore can support the distribution of 120 or more ads 
              per month. 2    
               
       •      Ad‐RBT supports response mechanism: Callers who are interested in learning more about an 
              advertising message heard over Ad‐RBT can use their phone to request more information 
              through a call‐back, by an SMS message delivered after the call, and more. 
 
       •      Measurement and Statistics: Due to the very nature of the technical implementation of ring‐
              back tones call set up, messages for each and every call pass through the Ad‐RBT platform. 
              Detailed reports can be generated of which messages were played, when, and for how long. 
 
       •      Targeting: Inherent in the fundamentals of telephony is that a determination can be made from 
              the phone number of the geographic region and other general information about the subscriber. 
              This data may be utilized in a responsible manner to further improve the relevance and 
              effectiveness of Ad‐RBT campaigns.  
               

SUBSCRIBER CONTROLS 
Any time an advertising message is delivered over the mobile network, privacy and control is important. 
Please reference the MMA’s Code of Conduct for additional details.  This is even more important with 
Ad‐RBT since the advertisements are often being delivered prior to private phone calls between friends, 
family members, or business associates. Ad‐RBT programs should follow these suggestions: 

       •      At least one of the two parties on the call should opt‐in for Ad‐RBT service and have prior 
              knowledge that an advertising message will play as part of their calling experience.  

       •      During the period when Ad‐RBT is being introduced in respective markets a method should be 
              used to identify Ad‐RBT to the calling party as part of the call flow.  
                                                            
2
     from Nielsen Mobile : http://www.nielsenmobile.com/html/press%20releases/TextsVersusCalls.html 

                                                                                       

                                                                                 www.mmaglobal.com        © 2010 Mobile Marketing Association             Page 4 
Examples include: 

                          o a background ring‐back tone audible during the ad, or with  
                          o a pre‐roll announcement identifying the message as part of the call flow 
                          o a regular ring tone just before the ad is initiated.  
                               
       •      Both parties should have the ability to listen to the types and examples of the advertisements 
              that will be played on the Ad‐RBT either by accessing a web site or by calling a phone number.  

       •      The subscriber opting into the Ad‐RBT service must have the option to stop the service at any 
              time  

       •      To increase user adoption of the Ad‐RBT service, end‐users who join the service should have the 
              ability to select contacts who will not hear the Ad‐RBT when calling by assigning them to an opt‐
              out list, to hear a personalized music RBT or the legacy ring‐back tone. 

 

DURATION 
The duration of the typical ring‐back tone is 30 seconds, depending on the configuration of the operator 
systems, voicemail, and RBT platform. However, the first five (5) and next (7) seconds of the advertising 
message are the most important portion of the message respectively, and this portion of the message is 
most likely to be heard by inbound callers.  

The actual duration of each RBT transmission depends on the time between the call placement, the start 
of the Ad‐RBT content, and the connection of the call. Therefore, advertising messages should be 
customized for RBT: recorded for a full 30 seconds, but arranged so that the most important information 
is at the beginning of the message.  

 

 

 

 

 

 

 

 
                                                                                       

                                                                                 www.mmaglobal.com        © 2010 Mobile Marketing Association             Page 5 
AD‐COPY 
The end‐user experience of Ad‐RBT marketing is a very important aspect and has to be taken into careful 
consideration during ad‐copy compilation.  To avoid initial confusion, ads should have a clear 
introduction to ensure the user that the initiated call is still in progress.  One way to ensure this is 
superimpose the ad over the regular ring back tone/to start the ad with a regular ring tone.  Volume 
levels and content control is also a very important aspect of ad‐compilation to reduce churn rate.  

  

ADVERTISER SETTLEMENTS 
Ideally, RBT advertising is based on advertisers paying for the amount of exposure that they receive for 
their advertisement, and possibly paying an additional amount for added engagement, such as a longer 
length of play, a response from the caller, etc. Solutions for Ad‐RBT should provide clear metrics for run‐
time and caller responses so that the Advertiser is charged an accurate amount and so that the platform 
delivers the highest possible efficiency for the Advertiser’s budget.  

 

USER COMPENSATION 
Users should be compensated for assigning advertising messages as their ring‐back tones. Compensation 
can be done in various ways, such as receiving free minutes, free SMSs, free ring‐back tones, donation to 
charity, downloadable application or WAP based benefit programs, etc. The compensation can be tied to 
the amount of times the message is played, with a cap on the maximum minutes a user can earn in a 
specific time frame (daily, weekly, or monthly), or tied to the general use of the service, such as a flat 
monthly rebate to all users who opt‐in for the service.  Length‐of‐play and validation processes should 
also be used, so that if the ad isn't played then the user is not compensated. 

 

FREQUENCY 
Some advertisers prefer to have their ads heard as often as possible, but most callers will be annoyed if 
the same ads are heard repeatedly.  Ad‐RBT should be configurable to play specific clips once per any 
given number of calls or to rotate content in some way so that inbound callers hear a fresh ad each time 
they place a call. Frequency controls and clip rotation features are critical to provide a good experience 
for both the advertiser and the listener. At least one of these methods should be employed to control 
the frequency of playback for Ad‐RBT content: 



                                                                                       

                                                                                 www.mmaglobal.com        © 2010 Mobile Marketing Association             Page 6 
•      Shuffle Frequency  
              The Ad‐RBT platform refreshes the user playlists several times per day so that different ads are 
              played during different times (i.e., morning, mid‐day, afternoon, evening, and overnight 
              rotations.) 

       •      Clip Rotation  
              The ‘radio station play’ feature available for some Music RBT platforms can be used to queue 
              several different ads to a single user playlist, and then shuffle the ads on each inbound call.   

       •      Frequency Capping with Caller ID 
              Using the caller ID function, Ad‐RBT platforms can cap the amount of time a certain ad is played 
              for a certain caller. The maximal amount of plays for a certain ad to a certain user should be 
              configurable by the operator. The advertiser can select the amount of times within this given 
              range when defining and booking the Ad‐RBT campaign. This requires access to the CallerID 
              functionality and may not be available on all platforms and networks.  

       •      Ad‐RBT Roadblock                                                                                                                                                  
              From time to time advertisers may wish to purchase a roadblock. This can be defined as a single 
              Ad‐RBT played to all callers for a fixed period of time. This might be used for a specific brand 
              building exercise. This functionality should be made available on the platform. 

       •      Story line                                                                                                                                                                                 
              It is often desirable for a mini story to be built up within an advertising campaign. A storyline 
              solution supports a grouped set of Ad‐RBTs to be played in a particular order to an individual 
              calling subscriber over a period of time. 

 

PURCHASE MODELS 
While many variations of business models may eventually exist for Ad‐RBT, following are some typical 
methods for how Ad‐RBT is priced by service providers and purchased by Advertisers: 

       •      Cost Per Transmission (CPT or CPL)                                                                                                                                   
              The Advertiser pays an amount for each time their advertising message is played to an inbound 
              caller, with a threshold of 5 seconds before the charge is valid. 

       •      Cost Per Action (CPA)                                                                                                                                                           
              The advertiser pays an amount for each time a response is registered by the calling party, such as 
              a request for more information or a request for a callback. 



                                                                                       

                                                                                 www.mmaglobal.com        © 2010 Mobile Marketing Association             Page 7 
•      Subscription Pricing                                                                                                                                                              
              If the mobile operator controls the selection and targeting of the ads, the Advertiser may pay an 
              amount for each participant in the Ad‐RBT program. 

       •      Network Pricing (CPM)                                                                                                                                                        
              If the mobile operator controls the selection and targeting of ads, advertisers may pay a CPM 
              rate based on projected transmissions and the total size of the network where the campaign is 
              deployed. 

 

CAMPAIGN SETUP 
Advertisers should be able to set‐up and manage their campaigns using a web‐based interface or by 
working directly with the service provider or a booking agency.  

Campaign set‐up should include:  

       •      Ability to upload and manage audio content 
       •      Budget management 
       •      Third‐party auditing of audio content for quality / content standards 
       •      Scheduling (Time‐of‐day, Day‐of‐week) 
       •      Targeting: 
                  o Specific demographic groups  
                  o Location 
                  o User behavior / history (Previous types of messages selected) 
                  o Edit/Pause campaigns 
 

METRICS 
For each campaign, metrics should be available to provide feedback to the advertiser on campaign 
performance. 

 

AD‐RBT CONSIDERATIONS 
While Ad‐RBT provides some great benefits, there are several ways in which Ad‐RBT can be a negative 
experience for mobile users if Ad‐RBT applications are designed poorly.  

       •      Call Delay                                                                                                                                                                 
              Ensure that the implementation of the Ad‐RBT does not delay the call connections  


                                                                                       

                                                                                 www.mmaglobal.com        © 2010 Mobile Marketing Association             Page 8 
•      Call Interruptions                                                                                                                                                  
              Ensure that any user response to the Ad‐RBT does not re‐route the call away from the intended 
              caller. 

       •      Inaudible Sound                                                                                                                                                        
              Home recordings, excessive background music or noise, or poor level controls can make an ad 
              inaudible and cause confusion or annoyance for inbound callers. The audio compression codecs 
              used for RBT can make these problems worse, so it’s critical to start out with clean, audible ads 
              and to test the ads on mobile phones, prior to and after deployment, for sound quality. 

       •      Consumer confusion                                                                                                                                                       
              When initiating Ad RBT in a new market, possible confusion needs to be taken into account and a 
              method should be used to identify Ad‐RBT as part of the call flow, either with a background ring‐
              back tone audible during the ad, or a regular ring tone prior to the ad initiation, or a pre‐roll 
              announcement identifying the message as part of the call flow  

       •      Consumer acceptance                                                                                                                                                          
              It is important that advertising content should be entertaining and compelling to increase 
              consumer acceptance and interaction and to reduce the overall churn rate and negative 
              impressions of AdRBT.   

       •      Content Ordering                                                                                                                                          
              Repurposing audio ads made for other mediums, such as radio spots, may result in ads that fail 
              to deliver key information in the right order to communicate the marketer’s message. 

       •      Age Appropriate Content                                                                                                                                              
              The age and maturity of the inbound caller is never predefined with Ad‐RBT, so advertising 
              messages that are inappropriate for young callers should be restricted from Ad‐RBT platforms. 
              Depending on the region, overnight (23.00h – 05.00h) time slots may be used for mature ads, 
              depending on local laws and restrictions. General MMA Guidelines for content should also be 
              considered. 

 

ADHERING TO THE CODE OF CONDUCT 
The MMA recommends that all mobile marketing and advertising programs comply with the applicable 
MMA Guidelines, including, but not limited to the Global Code of Conduct, U.S. Consumer Best Practices 
Guidelines and the Global Mobile Advertising Guidelines.  




                                                                                       

                                                                                 www.mmaglobal.com        © 2010 Mobile Marketing Association             Page 9 

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