While you may have the most recent Samsung or Google smartphone model to access the internet (and Facebook), you may be surprised to find that globally, you are in the minority. Worldwide, 7 out of every 10 people use simpler, feature phones when accessing the internet. This usage is mainly in high growth countries like India, Brazil, Indonesia, Mexico, South Africa and Nigeria.
In some of these locations (especially in India) the high cost of voice calls lead to users placing a call, quickly hanging up before the other end answered. Much like a pager, this format would allow for communication without the cost. Businesses have also joined in on the missed call movement — and now Facebook Ads are as well.
A new Facebook ad unit will place a missed call on the behalf of a user so then (the user) can receive a return call with all of the information they require from the business. Previous tests with Garnier Men showed showed that missed call campaigns increased sales and drove 16 times more calls than other media. Advertisers will be able to target by geography and other demographics such as life stage targeting.
This new ad type will be rolling out to more partners in the coming months. For more information, see the official post from Facebook Business.