Facebook partners with VivaConnect to scale-up its Missed Call Ad Unit business

Facebook had launched a missed call ad unit business specifically for the feature phone-heavy Indian market. To scale-up its reach across mobile devices, Facebook has partnered with VivaConnect.

This Missed Call Advertisement-based initiative is Facebook’s first foray into using primary feature of a mobile phone (i.e a missed call, voice call or SMS service), aimed specifically at helping advertisers reach their consumers in developing markets. India is quickly catching up to the US, Facebook’s biggest market. Last April, Facebook crossed the ‘100 million users’ milestone in India. Around 66% Indians access Facebook on mobile devices of feature phone segment and over 95% of India’s mobile subscriber base has a Prepaid connection.

Moreover, this is a market in which ‘giving someone a missed call’ is common, both in terms of practice and parlance. Overseas, people typically say, ‘I missed your call’; but here, a ‘missed call’ is something one deliberately places. Team Facebook is optimistic that the new Missed Call Ad format will bolster advertising on Facebook, through the mobile device, in India.

Maxine Schlein, Product Marketing Manager, Emerging markets at Facebook, says, “Consumer behavior in high-growth markets is changing very rapidly and we are poised to respond to that as quickly as possible. We see brands delivering useful and entertaining content like sports scores, news, or celebrity messages that people find valuable enough to take the time to listen to and interact with. There is also a good tie-in for direct response advertisers who can use the missed call unit as lead generation, where a person is essentially raising their hand and expressing interest in a good or service.”

Missed Call
Michelin India’s advertisement campaign over Facebook with call to action over Missed Call. An easy connect with brand for users accessing the site over mobile phone.

How it works: In addition to the regular Facebook Ads, the Missed Call Ad Unit has a ‘Missed Call’ button. As users click on ‘Missed Call’ button, they are automatically taken to the dialing screen that features the telephone number. As they initiate the call its automatically disconnected after two rings. In response they promptly receive a call back or an SMS delivering interactive content such as music, cricket scores, celebrity messages or simply a brand message from the advertiser.

In this Ad unit, the easily available user’s ‘social data’ on their respective Facebook pages, will help brands to fine tune the way they target and communicate with people. Moreover, mobile access will allow for effective re-targeting of consumers and personalizing the content.

Vikram Raichura, Managing director, VivaConnect, says, “Facebook has been a hot trend over mobile in India and so have been missed call services. Together, they would be a perfect solution for delivering an enhanced brand experience over mobile. Missed calls offer an instant way to spark conversations.”

VivaConnect connects brands and their consumers through innovative mobile marketing services. The company holds over 30 million interactions in a single day through services of Voice call, Missed Call, SMS, Email and Mobile Apps.

Featured over Afaqs and Media Avataar.

3 Reasons why Mobile Marketing sells

Smart Advertisers and marketers have gained momentum to their campaign through Mobile Marketing.  Mobile undoubtedly is a great tool for promoting and engaging individuals to a brand. Reason? … We’ll give you 3


B’coz now its Food, Clothing, Mobile and Shelter

The utility offered by mobile is so overwhelming that now it’s a basic necessity. It’s unarguably the most cherished communication device around the globe. It connects, engages, entertains and enlightens. It serves so many purposes that It’s highly difficult to spot someone without a Mobile phone (and in case you do then please point him back to his cave :P)

Presently there are 867 million mobile phone subscribers in India (TRAI’s report of July 2013). Any product marketed over Mobile is highly probable of being noticed.


B’coz its the ONLY platform with individual reach

Mobile grabs undivided attention of  the user, making it hard to miss. Moreover it establishes ‘call for action‘ through Call, SMS, Mobile App download, Missed call services, etc.

By opting for mobile marketing, brands don’t have to wait for the lucky day when customer eventually notices their product. On the contrary it takes the product directly to an individual over his Mobile.

Now which other mode of advertising/promotion can match this level of individual reach?




B’coz its HOT HOT HOT

One can choose among Voice Call, Missed Call, Mobile App, Email and SMS based service to Advertise/Promote a product. These platforms offer ‘free of cost‘ services to masses, which ensures maximum engagement. By initiating creative & interactive concepts coupled with a reward system, its a sizzling hot platform for audience engagement.

Incase you thought, ‘How can Mobile marketing engage my audience?’, Then learn it from the leaders.

Zee Cine Awards 2013 – Haq hai Aapka
Using VivaConnect’s freebi (Missed Call service), A voting platform was established which empowered audiences to vote for their favorite artist over phone.

Being a ‘free of cost’ service’ to the audience, the response was tremendous. Over a million votes were registered in just 2 days. It broke all the previous years record registering maximum audience participation.

Drawing from the above example, mobile marketing platform can be molded into interactive engagement platforms.


Did we mention that across India there are just 277 million TV sets, 500 million internet users, while 867 million mobile phone subscriptions!

We leave the math to you 😉