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BizReport : Research : December 12, 2006
Ingenio Set To Expand Pay-Per-Call Network
Pay-Per-Call service Ingenio is set to expand it’s Pay-Per-Call network to include a partnership with mobile search provider JumpTap. The partnership is the latest move in Ingenio’s effort to expand it’s presence in the mobile search world.
The move is an indication that advertisers seem ready to jump on the mobile search advertising trend, even if mobile users don’t seem to be in a hurry to convert to mobile Internet access.
"Mobile search represents the 'last mile' for advertisers seeking to reach consumers at the point of decision, and pay-per-call connects the two when user intent is at its highest," said Dan Olschwang, JumpTap's president and CEO (via MarketingVOX). "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."
According to research from JumpTap, most mobile searches are directed toward music artists (58%), adult (12%) and games (7%).
Jupiter Research estimates the U.S. mobile ad spend will be $1.4 billion in 2006 and will expand to $2.9 billion by 2011. Meanwhile, The Kelsey Group estimates the pay-per-call ad spend alone will reach $3.7 billion by 2010.
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