Juggling Jangl: New Ads Service Being Tested

March 6th, 2008 at 12:00 am

Jangl , an on-line call and SMS provider that drives its members-normal and stalkers alike-to go bananas (read: free web calls, free web SMS, eternal anonymity), now sets its eye on firing up revenue: mobile ads.

Called the Mobile Media Platform, it allows advertisers wider and more targeted consumer reach by inserting ads in IP-based text messages and voice calls.

Jangl lets its members connect with others on-line without harassing privacy. Users simply need to sign up, get a Jangl number and call and text even those who have no Jangl accounts yet who, after learning of the entirely-free service, would probably get their own Jangl numbers themselves. Thus also adding to the now-80 million Jangl users scattered in various social networks in the web.

However, via Jangl’s new media platform, users are in for momentary "humps" courtesy of sponsors. Advertisers, using Jangl’s vast databases, will bank on context and use keywords, demographics, location and categories in targeting advertisements. For example: While you are text-ing with your friend about the latest trainers, Nike will send a message on its new releases in your area-most probably, its new trainers. In a voice call to your friend in New York, what you would normally hear before the other party rings or picks up will be replaced with pre-recorded audio ads about flight promos to NYC.

Question now is, will this upgrade turn out to be what high school girls would call a "huge turn-off"? While some advertisers are still hesitant with the idea of the new media initiative, CNN Money reports, Jangl still keeps its high spirits, currently testing SMS and in-call ads on a number of members owning Facebook and Bebo accounts since early 2008. No reports on significant decreases in consumers have been published. The tests are in partnership with Pudding Media, Voodoovox and Ogilvy’s Digital Innovation Group, among others.

For now, Jangl-ers will enjoy free web calls and texts-with small ads on the sides-and the experimenting Jangl will keep juggling between consumers and advertisers.

[contributed by Pao Jamisola ]