Microsoft in Deal to Deliver Pay-Per-Call Ads
Microsoft Corp. plans to soon deliver pay-per-call Internet search-generated advertising directly via cell phones and other types of mobile devices.
Microsoft has reached an agreement with Ingenio Inc., a San Francisco-based operator of an Internet pay-per-call advertising network, which reportedly generates more than 1 billion consumer search queries per month.
When mobile device users search for local businesses, relevant pay-per-call advertisers from Ingenio’s network will appear in the search results listings.
“The concept of driving phone calls from the Web and mobile search on a performance basis resonates with advertisers,” said in a statement John DeVitis, product unit manager for Windows Live Search for mobile.
Kelsey Group projects the market for pay-per-call advertising will reach $3.7 billion within the next four years, said Matt Booth, program director for interactive local media.
