VoIP service provider Jajah has teamed up with online advertising solutions provider Oridian to deliver a jointly-developed in-call advertising solution.
The deal means advertisers who use Oridian’s privately owned ad network will have the opportunity to inject audio advertisements into the call streams of Jajah users.
However, today’s press release does not explain a lot of the details, so I’ll take my best shot at explaining this:
Most people are already aware of the power of online advertising when it is coupled with VoIP. Many websites are now hosting advertisements with built-in click-to-call capabilities. These enable a user to simply click on a button in the advertisement to launch a VoIP session which connects them directly to the advertising company’s representatives (i.e. call center). Under most models, the click, in effect, pays for the call, and should the user opt to purchase a product or service, the company hosting the online ad on its website gets a small cut. There are a few variations to this model but in general it has worked like a charm for most of the companies which have tried it out. Jajah is a leader in click-to-call services on the Web.
Now, Oridian and Jajah will take it a step further: When the user clicks the button to initiate the call, they will have to listen to a brief, 8 to 15 second advertisement which is automatically injected into the call stream. The advertisement can be from any number of companies, but the key thing is, it will likely be about a product or service that is similar, or at least remotely related, to the product or service being offered through the ad on the website. Hence it will be targeted at the user. Ads can also be injected during periods when the caller is on hold, waiting for a live representative to pick up the line. The advertising covers the cost of the call and also creates a new revenue stream for the hosting party. Many of the advertisers who are now using this type of service are developing ads which are subtle in nature – or perhaps (if you are lucky) even entertaining – for the purpose of not turning the caller off while they’re on hold. If the pitch is too strong, or if the advertiser presents an ad that is “intolerable” by most people’s standards, the model fails because the caller will simply hang up. They key thing is to provide an experience that is more engaging than, say, listening to Muzak for a few minutes, or worse yet, dead silence.
“Ad networks are the bridge between advertisers and publishers and we’re always on the lookout for new ways to bring dot.com publishers to international advertisers,” said Jacob Nizri, CEO of Oridian, in a press release. “Our partnership with JaJah is a significant development for our business, but more than that, it’s revolutionary in terms of technology and the development of online advertising: in-call advertising gives call sponsors the ability to reach a global audience on a truly personal level. By its very nature, JaJah creates permission-based, targeted audiences that Oridian can reach effectively, bringing new business to non-U.S. advertisers and monetizing U.S. publishers’ international traffic. U.S. publishers currently sell 80% of their ad space but are missing out on 20% of their potential audience. That’s a number they can’t afford to ignore. We bring them together with that missing 20% -- at the lowest industry cost.”
From this you might gather that most of the in-call advertising will be targeted at audiences who are interested in products made overseas – or who at least have a desire for certain non-domestic products (hmmm, tell me again what’s still made in the U.S.? I forget …). Oridian is an international ad network that targets the non-U.S. market, selling in 40 countries around the world, and reaching at least 20% of online users in all major European countries. The company monetizes foreign online traffic from North America, bridging between advertisers and publishers around the world to bring international advertisers to North American publishers, and quality global media to advertisers overall.
“To partner with the worlds largest privately owned ad network is a huge win for JaJah and our partners,” said Trevor Healy, CEO of JaJah. “Oridian is an industry veteran with a global reach and a decade of experience that will prove invaluable as we enter into this new and exciting territory. We are now bringing the global power of Oridian to our mobile and fixed line operator partners so that they can monetize the massive inventory that exists in telephony today. Commentators are saying that JaJah’s open platform is becoming the ‘Facebook’ of Telephony 2.0. If so, then advertising is an integral component.”
For more information, visit www.oridian.com and www.jajah.com.
The deal means advertisers who use Oridian’s privately owned ad network will have the opportunity to inject audio advertisements into the call streams of Jajah users.
However, today’s press release does not explain a lot of the details, so I’ll take my best shot at explaining this:
Most people are already aware of the power of online advertising when it is coupled with VoIP. Many websites are now hosting advertisements with built-in click-to-call capabilities. These enable a user to simply click on a button in the advertisement to launch a VoIP session which connects them directly to the advertising company’s representatives (i.e. call center). Under most models, the click, in effect, pays for the call, and should the user opt to purchase a product or service, the company hosting the online ad on its website gets a small cut. There are a few variations to this model but in general it has worked like a charm for most of the companies which have tried it out. Jajah is a leader in click-to-call services on the Web.
Now, Oridian and Jajah will take it a step further: When the user clicks the button to initiate the call, they will have to listen to a brief, 8 to 15 second advertisement which is automatically injected into the call stream. The advertisement can be from any number of companies, but the key thing is, it will likely be about a product or service that is similar, or at least remotely related, to the product or service being offered through the ad on the website. Hence it will be targeted at the user. Ads can also be injected during periods when the caller is on hold, waiting for a live representative to pick up the line. The advertising covers the cost of the call and also creates a new revenue stream for the hosting party. Many of the advertisers who are now using this type of service are developing ads which are subtle in nature – or perhaps (if you are lucky) even entertaining – for the purpose of not turning the caller off while they’re on hold. If the pitch is too strong, or if the advertiser presents an ad that is “intolerable” by most people’s standards, the model fails because the caller will simply hang up. They key thing is to provide an experience that is more engaging than, say, listening to Muzak for a few minutes, or worse yet, dead silence.
“Ad networks are the bridge between advertisers and publishers and we’re always on the lookout for new ways to bring dot.com publishers to international advertisers,” said Jacob Nizri, CEO of Oridian, in a press release. “Our partnership with JaJah is a significant development for our business, but more than that, it’s revolutionary in terms of technology and the development of online advertising: in-call advertising gives call sponsors the ability to reach a global audience on a truly personal level. By its very nature, JaJah creates permission-based, targeted audiences that Oridian can reach effectively, bringing new business to non-U.S. advertisers and monetizing U.S. publishers’ international traffic. U.S. publishers currently sell 80% of their ad space but are missing out on 20% of their potential audience. That’s a number they can’t afford to ignore. We bring them together with that missing 20% -- at the lowest industry cost.”
From this you might gather that most of the in-call advertising will be targeted at audiences who are interested in products made overseas – or who at least have a desire for certain non-domestic products (hmmm, tell me again what’s still made in the U.S.? I forget …). Oridian is an international ad network that targets the non-U.S. market, selling in 40 countries around the world, and reaching at least 20% of online users in all major European countries. The company monetizes foreign online traffic from North America, bridging between advertisers and publishers around the world to bring international advertisers to North American publishers, and quality global media to advertisers overall.
“To partner with the worlds largest privately owned ad network is a huge win for JaJah and our partners,” said Trevor Healy, CEO of JaJah. “Oridian is an industry veteran with a global reach and a decade of experience that will prove invaluable as we enter into this new and exciting territory. We are now bringing the global power of Oridian to our mobile and fixed line operator partners so that they can monetize the massive inventory that exists in telephony today. Commentators are saying that JaJah’s open platform is becoming the ‘Facebook’ of Telephony 2.0. If so, then advertising is an integral component.”
For more information, visit www.oridian.com and www.jajah.com.
That's a great combination or two technologies. Both companies can take a profit of this.
I've been looking for an advertising solution and that's what I found at Oridian.
Great company with dynamic people and best access to the great publishers. Oridian have solved many of our problems. I think the relationship with Jajah will signify a breack thruogh for both parties!
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