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BizReport : Advertising : April 07, 2008
Marchex, Cobalt Group to provide call-based ads
Call-based ads are the latest buzz topic for advertisers. By providing content while consumers are waiting "on hold", businesses are hoping to better engage them and increase sales. Local advertising company Marchex and auto marketing organization The Colbalt Group are partnering to provide both on- and offline call based ads for local auto dealerships.
The partnership is aimed at auto dealers in North America. It would offer call tracking and pay-per-call services to dealerships in Cobalt's network with currently works with about 40% of dealerships in North America.
The deal will allow The Cobalt Group "to rapidly deliver comprehensive call-based advertising services at unparalleled scale and its best-of-breed reporting and analytics capabilities,” said John Holt, co-founder, Chairman and CEO of Cobalt. “The addition of Marchex’s call tracking and pay-per-phone-call services to our offering furthers our ability to provide dealers with top-of-the-line marketing products and services that help increase automotive sales while lowering the overall marketing cost per vehicle sold.”
Marchex's VoiceStar platform will provide phone numbers for Cobalt's network of dealers and each time the numbers are used the system will track which ad or website prompted the call; it will report geographic location, call time and length of the call to the dealer. Pay-per-phone-call ads can also be placed through several different websites.
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