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Facebook looks to monetize India’s love for missed calls

Facebook seems to be tapping into India’s obsession with missed calls: The company is testing a new type of ad unit which allows users to place a missed call to an advertiser by clicking on an ad on their mobile phone. In the return call, users gets access to additional content like cricket scores and celebrity messages among others. These content will provided with no additional airtime or data charges and will be ad-supported. Each call will feature a brand message from an advertiser. The social networking giant has tied-up with Bangalore-based ZipDial for this initiative. Facebook mentions that it has conducted early tests with advertisers like Garnier Men India with encouraging results and it plans to scale this products with additional partners to new markets in the coming months. Garnier Men pilot: Facebook mentions that it created a click to missed call campaign for Garnier Men in this year's IPL season. As part of this campaign, Garnier Men ran photo ads on their timeline, asking them to click to call for an opportunity to meet Rajasthan Royals players and win match tickets or official merchandise. When users clicked on this ad unit, a missed call was placed to an auto-populated number on their phone dialer. Following this, the caller received an SMS with trivia questions for entering into the contest along with a Flipkart link to purchase products. ZipDial provided the phone number along with the follow-up engagement and usage analytics for advertisers. The campaign ran from April to May 2014 and Facebook claims to have reached 15 million people through this initiative. It…

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