Marchex to provide in-call mobile ad solutions

Mobile marketers could obtain a little help from local advertising company Marchex. The advertising solution will begin offering in-call advertising for mobile marketers. AdMob, Ringleader Digital and 4INFO have all signed on for the platform.

by Kristina Knight

There is one more solution for AdMob, which will get pay-per-phone-call services from Marchex.

“It is intuitive for consumers to search for a merchant’s phone number on their mobile device and call the merchant directly with just one click,” said Ari Jacoby, President of Marchex’s VoiceStar division. “It is getting easier for consumers to access a number for pizza delivery, car repair or whatever they need on their mobile device. As this occurs, pay-per-phone-call advertising and call tracking will play increasingly important roles in this mobile advertising ecosystem.”

Through Marchex's VoiceStar platform, all three mobile ad companies will have call tracking services to better track campaigns. Mobile marketers will be able to track calls which are generated through the ads on the networks to determine which ads are delivering the most calls. From there, advertisers can track when calls are made and from where and will also know how long the consumers are on the call.

In-call marketing efforts are becoming more wide-spread as advertisers search for the right solutions for mobile. While consumers have said they are open to text message ads, but monetizing the time consumers are on hold or sponsoring information or direction services is another way to engage the end-user.