telephony triggered campaigns
telephony triggered advertisements are a special case of rule driven campaigns whose display or download is triggered by a telephony event
UMTS networks provide the ability for an application to use the data connection at the same time as a voice call is in progress. This capability is exploited by PACE to provide smart, contextual, in-call and after-call mobile advertisements and related services.
telephony triggers
The telephone number of the B-Party in a telephone call provides the ultimate intent for targeting campaigns. For users that opt-in to a PACE service that uses telephony data, the benefits are immediate.
use cases
Consider the following two scenarios:
- A subscriber dials a Taxi company to book a cab.
- The call is answered automatically by the Taxi company and placed in a queue.
- After two minutes of waiting, the subscriber gets another call and so hangs up the call to the taxi company.
- The user has to call again and re-start the entire procedure...
A customer with PACE on their handset might experience the following:
- A subscriber dials a Taxi company to book a cab.
- The call is detected, a data-connection opened, and the call-details are passed to the PACE server.
- The call is answered automatically by the Taxi company and placed in a queue.
- The server matches the B-Party details with those of the Taxi company and returns a Taxi campaign to the handset.
- The Taxi campaign causes the handset to vibrate, the user glances at their phone and sees the campaign UI with options to book a pick-up from their current location.
- The user selects 'yes' to book a cab and then the campaign hangs up the call and passes the booking details to the network.
creating in-call and after-call campaigns
The key to in-call and after-call services is the fact that PACE supports multiple independent campaigns whose display and update is under the control of the client rules engine.
For operators who deploy this type of service, Phidget provides a simple interface through which campaigns can be configured. This system uses pre-built server templates and UI templates to dynamically generate the campaign including:
- Call Targeting
- Country and telephone number targeting for the campaign.
- In-Call UI
- UI assets displayed during the call, including vibra alerts, soft-key capture (if applicable), etc.
- Click Through
- Options list and associated actions to be displayed on click-through including triggers for geolocating the user.
- After Call Campaign
- A standard campaign to be displayed on call hangup.
- Campaign Metadata
- Including information on how long the campaign should reside on the handset.
availability
Both the PACE client for Series 60 and Android support this feature.
benefits
PACE telephony triggered advertisements provide a powerful tool that designers can use to create closely-targeted, high-impact, high-value display advertisements on the handset that are driven through either dialled or received calls or both.