18 Sep How AdRBT format gains share of wallet with 70 mn reach and 500 mn impressions monthly
A mobile audio ad format such as AdRBT, gets brands the ‘consumer eardrums’.
AdRBTs simply replace the “beep” (a.k.a. the Caller Tune), which is the tone that callers normally hear when dialing a number and waiting for their call to connect.
With multiple implementations of this service worldwide, AdVoice has become a mobile audio ad network with the largest consumer reach in AdRBT format through its tie-ups with mobile network operators (MNOs) such as Airtel.
Why would one advertise via AdRBTs? Firstly, since audio is a very strong format in itself. Just think of the fact that our hearing sense has already developed at six months in utero. It is therefore not surprising that research shows that up to twice the brand message recall and purchase intent figures through audio ads when compared to visual ads. People are hard-wired and extremely receptive to audio.
Secondly, whether it’s India, Asia or anywhere else in the world, almost everyone has, or at some point will have, a mobile phone. They usually stay active all the time, day and night, they aren’t all smartphones as yet and they’re still largely used to simply make phone calls, at any given moment during the day.
Moreover, the unique properties of the AdRBT format will be very convincing to any marketer. The average duration that ads play during the “beep” is more than 15 seconds before calls get answered. AdRBTs are a marketer’s dream to “Get heard”.
TV and Radio do not always have country-wide coverage and often suffer from power outages. However, it’s very likely that people have a mobile phone which is how mobile audio advertising with an AdRBT can actually offer massive reach, even in “Media Dark” areas.
AdRBTs are also extremely effective when it comes to serving ads in multiple languages to all strata of audiences. This provides an edge over Print.
AdRBTs do not require mobile internet. They go where Digital can’t due to the lack of mobile internet coverage or people not having a smart phone or data subscription. This format works on any phone –even feature phones- not just on smart phones.
AdRBTs do not get suppressed by today’s ad blockers, which have a major impact on websites and apps today.
Another major edge, which makes it a kind of a hybrid model of digital and traditional advertising, is the guaranteed and measureable listenership.
It is known exactly how many unique persons have received the brand’s message; It is simple to show exactly how many ads have been successfully played and for how long, as opposed to Radio and TV measurability.
The beauty is that if a brand books a million impressions, it is guaranteed that a million impressions get delivered.
Lastly, replacing the “beep” with ads has actually created a very entertaining and surprising ad format as well, compared to any traditional or digital format out there. Just imagine that while calling someone you’d be getting a relevant promotional offer “in your ear” brought to you by a brand you like through the voice of Juhi Chawla or Amitabh Bachchan.
In short, given its many unique properties, guaranteed impressions and attractive CPM pricing model, the AdRBT format easily performs above par with radio, digital and other formats. Specifically when looking at factors such effective CPM rates (no waste), unique consumer reach (>70 Million) and real-time transparent reporting and measurability.
It is why many brands across all verticals are adopting the AdRBT format. Its hybrid nature and essentially being a One-on-One radio spot feel very familiar to any marketer. The difference being, AdRBTs are not wasting your advertising budgets and simply make sure you ‘get heard’.