Will Facebook's Missed Call Ads Work?

We believe that the click-through rate for these ads is likely to be much lower because of two reasons. First, the engagement duration and effort required for 'missed call' ads are likely to be higher, thus discouraging a lot of users to try them. Second, these ads will primarily be used by feature phone users where advanced features of smartphones don't exist, thus compromising the engagement of Facebook's regular feed-based ads.