Marchex Gallops Into Mobile Ad Arena
ADOTAS – Marchex has joined the stampede into the mobile advertising arena. The local interactive advertising company and local content publisher has announced it’s entering into agreements with mobile advertising providers AdMob, Ringleader Digital and 4INFO to provide call-based ad services.
Marchex’s VoiceStar Subsidiary will deliver call tracking services to all three companies and provide them with analytics to help them boost their mobile ad campaigns to figure out which ads generated a response.
“Marchex is focused on partnerships with leading aggregators of local advertisers across all channels: online, offline, and mobile,” said John Keister, Marchex president and COO, in a statement. “We believe that the mobile advertising opportunity is significant and is poised to realize tremendous growth over the next five years. Our call tracking and pay-per-phone-call capabilities provide a significant advantage for Marchex in the mobile search advertising market.”
Marchex will also provide pay-per-phone-call services to AdMob – which serves 2.5 billion mobile banner and text ads a month — so they can bill advertisers for calls they deliver, maximizing the value of their ad inventory.
“We are excited to bring new tools and technologies that will provide our advertising customers with results-focused advertising solutions,” said Omar Hamoui, founder and CEO AdMob. “By linking the browsing experience of the mobile web with the communications capabilities of mobile phones, AdMob continues to deliver a powerful new tool for advertisers. Marchex’s call-based advertising services and suite of analytic tools enable us to better monetize our inventory and enable our advertisers to maximize the return on investment for their mobile advertising campaigns.”
Ringleader is a third-party ad network that pushes the online ad experience to mobile for publishers, carriers and advertising agencies. 4INFO is an SMS publishing and ad network, delivering millions of messages to consumers every month on a variety of subjects, from celeb gossip to sports.
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