News
JumpTap discovers pay-per-call
Tim Green Dec 11 2006, 2:45pm
Mobile search provider JumpTap is to offer a pay-per-call feature to its operator partners.
The company has teamed up with pay-per-call pioneer Ingenio Inc to deliver 'pay per call' ads on search results in response to specific consumer queries. When a mobile user responds to one of these answers with a phonecall, the advertiser pays a finder's fee, thus providing measurable advertising-driven results.
Jorey Ramer, vice president of corporate development at JumpTap, said: "Mobile search is the best way for advertisers to reach consumers who are looking for goods and services, and Pay Per Call makes the connection at the exact moment people are ready to buy.
“By tapping into Ingenio’s substantial Pay Per Call advertiser base and technology, we can offer our carrier customers, and ultimately mobile subscribers, compelling content that will drive commerce on mobile platforms.”
Pay Per Call has long been regarded as a compelling and uniquely mobile compenent in wireless search.
Because phone call leads enable businesses to directly engage with prospective customers, they convert to sales more often, which put phone calls at a substantially higher dollar amount than clicks. Ingenio claims its average advertiser bid per call is currently between $8-$10.
Marc Barach, chief marketing officer of Ingenio, said: “Pay Per Call makes it simple for businesses like restaurants, taxi services and hotels to participate in mobile search in order to meet consumer demand, while creating tangible revenue opportunities for mobile operators.”
JumpTap is a white-label search provider, creating carrier-branded solutions that are used by Alltel and others. Earlier this year, it launched an auction system through which advertisers could bid for keywords on operator search decks.
