Operator's Tone & Win service has 200,000 users and big name advertiser backing.
Turkcell says its Tone & Win ad-funded ringback tone offering has amassed 200,000 users since it was launched in May last year.
The Turkish operator says the service, which is powered by 4play and backed by the likes of Proctor & Gamble, Coca Cola and Nestle, has an 'inventory' of 50 million calls a month that reach 7.5 million people.
Ringbacks are hugely popular in some parts of the world, but operators and agencies have been slow to use the channel for advertising.
Turkcell, however, says it has been able to tap into a vibrant local mobile marketing community and a subscriber base eager to try new technologies to make the ad-funded ringback concept work.
Speaking to ME Turkcell’s head of mobile marketing and advertising Melis Türkmen said: "We have a cost per listening, or CPL, model that charges according to the amount of advertising that has been listened to.
Article continues belowAdvertisement
"The reporting is a very important part of the appeal. We can show the number of listeners, the total number of minutes, the time of day – you just don’t get this with radio and TV."
