> 2 mins for an ad seems a bit too much.

Agreed - I think the max you'll get away with is about 10 seconds. As others 
have said, it's going to be a tricky business model to sustain - you'll have to 
have a pretty high number of "playbacks" for the revenues from advertisers to 
offset the cost of calls (especially as people are likely to only use it for 
their long, expensive calls, not short calls).

Regards,

Chris
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