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Facebook hopes to dial up its ad dollars in India, its second-largest market, through a new mobile-ad format unique to the country.

During COO Sheryl Sandberg’s visit to India this week, Facebook announced it was introducing a new ad format tailored to the country’s unique mobile behavior: the “missed call.” Data costs for voice calls and texts can be prohibitively high for most Indians, who typically have pre-paid phone contracts. Missed calls are a popular workaround — dial up a friend then hang up, and they’re alerted without mobile charges.

In recent years, several technology companies in India have tapped the practice for sports polling, brand campaigns and ad dollars. The tactic is effective largely because it works with feature phones, without Internet access, which are dominant in emerging markets. Now Facebook is leaping in.

Continue reading at AdAge.com