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BizReport : Advertising archives : September 09, 2011

CityGrid taps Marchex for in-call ads

With consumers connecting at all times of the day and through various devices, a new partnership opens ad options with links to the past. This week CityGrid has tapped Marchex to deliver in-call ads across their ad network; in-call ads, while not as sexy as some modern ad types, have the ability to engage consumers in a relevant, immediate way.

by Kristina Knight

"We're excited to partner with Marchex and believe there is a great opportunity to create live connections between our local consumers and Marchex's advertisers," said Rob Angle, SVP at CityGrid Media.

In-call ads are delivered to consumers who are looking for specific products or services - for example, a consumer looking for USB cables would be served ads for consumer electronics, not the latest coffee craze. Advertisers pay on a performance basis and will be served across the CityGrid properties Citysearch, Urbanspoon, Insider Pages and other sites. I recently chatted with Marchex's Brent Turner about trends in call advertising, you can read about that here.

"We see strong momentum for digital call advertising, among both national and local businesses, and are focused on partnering with mobile and web traffic leaders to continue to increase the breadth of our digital call marketplace," said Pete Christothoulou, COO at Marchex. "CityGrid is one of the most valuable and recognized local content networks and represents the type of partner we look for to help us drive live connections, new customers and more sales for our advertisers."

The Marchex platform allows advertisers to create, manage and optimize in-call ads to drive consumer to business phone calls. CityGrid, meanwhile, is an online media hub connecting online and mobile publishers with local businesses.

Tags: ad content, call advertising, CityGrid, Marchex, online advertising, targeted ads

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