Microsoft Implementing Pay-Per-Call on Windows Live Mobile
Microsoft and Ingenio announced an agreement today to display Ingenio pay-per-call ad listings when users search for related items on Windows Live Search for mobile phones. The ads are localized, so a person searching for information on local businesses like restaurants and hotels will see ads related to their location.
“Pay per call has emerged as a compelling value proposition in the world of paid search advertising,” said Windows Live Search product manager John DeVitis in a statement. “The concept of driving phone calls from the Web and mobile search on a performance basis resonates with advertisers. Services like Ingenio Pay Per Call appeal to entirely new advertiser segments and enhance the consumer search experience. Given Ingenio’s technology and mobile advertising expertise, the company is a natural partner for us.”
Ingenio already considers itself to be the leading pay-per-call ad company, and hopes to emerge as the dominant player in an industry that, according to the Kelsey group, could be worth $3.7 billion in the next four years.
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