SAN FRANCISCO-Following the lead of rivals Yahoo Inc. and Google Inc., Microsoft Corp. announced it will add sponsored results to its new mobile search service. Through a new partnership with voice-commerce vendor Ingenio Inc., mobile Windows Live Search users will be able to make voice calls to Ingenio advertisers.
The so-called “pay per call” service will allow Ingenio’s advertisers to place their ads at the top of Microsoft’s Windows Live Search results. Thus, mobile users who search for businesses and other listings on Windows Live Search will be able to click on the advertisements to place a voice call to the advertisers.
Ingenio’s service allows advertisers to place relevant ads atop a variety of directory and search services. Ingenio generates revenue every time a user places a call to an advertiser. Ingenio primarily operates in the Internet arena, but last year the company partnered with Go2 Directory Systems for mobile advertisements. Go2 operates a wireless directory and search service.
“Pay per call has emerged as a compelling value proposition in the world of paid search advertising,” said John DeVitis, product unit manager for Windows Live Search for mobile. “The concept of driving phone calls from the Web and mobile search on a performance-basis resonates with advertisers. Services like Ingenio Pay Per Call appeal to entirely new advertiser segments and enhance the consumer search experience. Given Ingenio’s technology and mobile advertising expertise, the company is a natural partner for us.”
The news follows similar moves from Yahoo and Google, which have announced plans to add sponsored results to the top of their mobile search services.
