Advertising over ringback tones (AdRBT) was introduced using a range of models in several commercial markets in 2008. In America, Ring Plus offered the first interactive advertisement platform. In Turkey, 4play Digital Workshop launched ‘TonlaKazaan’ AdRBT with Turkcell, and Xipto AdRBT launched in the United States with Cincinnati Bell wireless; OnMobile launched an Ad-supported Music RBT program in India with Vodafone. 4Play Digital workshop accumulated several hundred thousand users of their service in the first few months of commercial deployment, and received an innovation award in February 2009 at the Mobile World Congress in Barcelona. AdRBT typically rewards the caller or the called party with discounted Music RBT service, free minutes, cash, or other rewards in return for accepting advertising messages integrated with Music Ringback, or for selecting advertisements instead of music as a personalized advertising ringback.
In May 2011, Adfortel started the first ad-sponsored calling service in Austria with Orange, with users hearing a targeted advertisement instead of the regular waiting ring tone.
A Juniper Research report released in January 2011 predicts that ringback tone advertising will reach $780 million annually by 2015.