05 March 2008
Surely you’ve noticed that Jangl has been making a huge push to
insert its little green buttons into every social networking outlet
possible. From to Bebo, the list of major networks with click-to-call VoIP options via Jangl is growing larger by the day.
Jangl has quickly found a way to take advantage of its sprawling reach, as we learned
with the announcement of its Mobile Media Initiative, which monetizes
calls by inserting ads before you’re connected. This keeps costs down
for users (down to free, that is), and presents a unique ad revenue
model for the VoIP service. In terms of any splits that Jangl has done
with its social networking partners have not been revealed in detail,
but I imagine that any split would introduce an intriguing opportunity
for furthering Jangl’s initiative along.
Today, the Jangl Mobile Media Initiative
is officially kicking off in a big way, with several launch partners,
including Pudding Media, Voodoovox, and Ogilvy’s Digital Innovation
Group, which is actually providing the mobile advertising solutions for
brands involved. The natural question is of course, how will users
respond to ad-supported calls over a VoIP network? I imagine a great
many of them could care less about the ads, and as more brands and
advertising networks further explore the possibilities for advertising
options, there will be a give and take relationship between marketers
and consumers, experimenting with this new medium.
To that end, will it follow the same trends as video? Unlike services
like 800-FREE-411, users have taken advantage of VoIP tools without ads
for some time now. This is a situation similar to online videos, which
have been conjoined with ads only in recent months, long after they
became popular as web entertainment. So while the expectation on the
user end may be different thanks to the retrograded nature of ad
insertion, I am wondering how closely these audio ads will in fact
mimic the path we’ve seen for video. Mashable.com
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