AT&T plans to integrate Ingenio’s pay-per-call offerings into its yellowpages.com network, AT&T Real Yellow Pages and 1-800-Yellow Pages. Pay-per-call technology helps businesses to manage programs for advertisements and generate phone leads. Marketers pay only for advertisement when a consumer dials their numbers linked to their online search listings. Ingenio also develops earn-per-call applications and Ether and Live Advice for individuals seeking real-time answers from experts.
Ray Wilkins, group president of diversified business at AT&T said: As advertisers add performance-based advertising to their marketing mix, this investment makes sense for our business.
According to eweek, the acquisition of Ingenio will help AT&T compete with Google’s directory services. Yahoo has also been testing the viability of advertising services with mobile devices.
AT&T Yellowpages.com had recently expanded its mobile search products with an application for iPhone users. It also has a downloadable local search application that is available on 20 AT&T mobile handsets.
Source: ComputerWire daily updates
