In-call advertising provides subscribers with cheap or free calls in return for hearing an advert before a call is connected or while the phone rings.
Service providers and operators that offer such services use a media platform to play the advertisements, under the control of IN protocols such as INAP, CAMEL, WIN or using next-generation protocols such as SIP.
The operator makes money from the advertisers who are willing to pay for their advert to be played to consumers. Advertisers can target subscribers via a number of methods including geography, time zone, call volumes and number of international calls. Subscribers, who may be on a fixed line or cell phone, receive highly preferential, even free, call rates with up to a 98% discount in international tariffs.
The OKEFORD Media Platform is ideal for those 3rd parties developing in-call advertising solution applications. Its high performance allows it to handle many short-duration calls. It can be controlled from an intelligent network using IN protocols or via SIP possibly in conjunction with VoiceXML so that new services may be developed and deployed quickly, maximizing revenues. The advertising content to be played may be fetched via HTTP or NFS, allowing unlimited audio recordings to be retrieved.
More than 250 operators in wireless, fixed and IP networks have deployed the OKEFORD in over 100 countries. It is approved for interconnect with most of the world’s major carriers and switch vendors.
Learn more about the OKEFORD Media Platform.
