ABC, Bank of America go mobile with Talkster

By Dan Butcher

June 25, 2008

Talk is cheap

ABC and Bank of America are advertising on Talkster’s free international and long-distance Free World Dialing ad-supported calling service.

The service is free to Skype Unlimited and Skype subscription service customers. The customers just have to listen to a 10-second commercial before the call is connected, with the advertiser paying the cost of connection.

“This free, ad-supported service represents a significant discount for consumers, costing them only minutes used on their respective wireless plan,” said James Wanless, chief operating officer of Talkster, Toronto. “It’s the only way you’re able to avoid these extremely expensive costs.”

Television broadcaster ABC is using this as an opportunity to promote its mobile content. During the audio ad, users are asked to opt-in to get coupons to their mobile phones.

The coupon allows consumers to download content from ABC’s mobile site. The link to this content is included in the SMS sent to a consumer’s mobile phone once he or she has opted in. Offerings include ringtones and wallpapers from ABC shows and other content.

Bank of America is using the 10-second voice ads to target geographically. Talkster knows each user’s phone number and area. This information is not passed on to Bank of America, but it is used on an aggregate basis.

For example, Bank of America can request for its ad to run for consumers in the New York metro area.

“It’s not just broadcast, as [these companies] are beginning to take advantage of the unique aspects of the mobile device,” Mr. Wanless said. “At the very basic level, they are able to target geographically and unlike other kinds of media the mobile phone ads are very personal and are being addressed to one individual instead of a group of individuals.

“It allows you to build up a relationship with the user,” he said. “It becomes a CRM tool as much as it does an advertising tool.”

Talkster has also partnered with advertising services firm VoodooVox (see story).

“Banner blindness is an epidemic,” Mr. Wanless said. “People are not paying attention. With these types of ads comes more of a captive audience, allowing advertisers build up a relationship with a consumer through mobile marketing."