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Demonstrating its adaptation to the idiosyncrasies of world markets, Facebook has introduced "missed call" ads in India that address a common practice in the country.
Since voice calls are expensive, many Indians call and hang up to communicate a message. Somewhat similar to a collect call, people dial a number and hang up before connecting to save voice minutes and send a signal to a friend or family member, such as 'I'm outside,' or 'call me back,'" Facebook explained in a blog post
Facebook is testing an ad unit in the country that addresses the practice. When users see an ad on Facebook, they can click and place a "missed call" from their mobile device. In return, they get info like cricket scores, celebrity messages or a message from the advertiser. Garnier recently tried the program and got a strong response, according to Facebook. Read more...
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