FB partners with ZipDial for ‘missed call ad format’ in India

Facebook’s advertising initiatives in the fast growth markets, that the social media network has based on market- specific insights and nuances, have delivered noteworthy results. One of the ad formats that seem to have worked in a market like India is the ‘missed call’ format. Facebook partnered with ZipDial to launch this ad product specifically designed for these markets.

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.

One of the first markets where advertisers have already engaged with the product is India, and ZipDial is now looking to take the product to other markets as well. “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. 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,” said Valerie Wagoner, Founder & CEO of ZipDial.

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. According to the company, 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. It also had 3.02x higher ROI for Facebook than other digital ads off of Facebook in terms of consumer acquisition cost. The ad has 78 per cent higher response rate for feature phone users as compared to Android users on Facebook.

The initial market feedback has been encouraging. Commenting on a pilot that Garnier did with Facebook Click2Call ad format, Rupika Raman, General Manager, Garnier said, “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.”

Saket Arbhi, Manager Marketing for Walt Disney Television India added, “Disney India has been using ZipDial for viewer engagement for over two years, since April 2012. We have even used ZipDial to drive engagement across television, movies and our merchandise. 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.”

Via Digital Market Asia Mobile

Copenhagen INK

Lars is the owner of Copenhagen INK and is an experienced and passionate marketer with a proven track record of driving business impact through innovative commercial marketing initiatives.

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