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Tuesday, November 20, 2007

AT&T Dials Up Pay Per Call Company Ingenio

AT&T made the smart decision to purchase Ingenio, a pay per call (PPC) advertising company. Buying the technology that enables advertisers -- both local and national -- to track and route them over voice over IP networks will broaden its appeal and bolster its Yellowpages.com service.

As I've been saying, PPC is the right model for local advertising and will be the direction the industry will go. Routing calls through VOIP is very cost effective, and majority of local advertisers who've yet to advertise online are much more likely to pay higher amounts for calls than pay for banner ads or keywords.

I've had good success with my pay per action campaigns on directory services, and I wish every service offered it. Soon they will have no choice if they wish to remain competitive.

By John Gartner at 09:28 AM | Comments (0)

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