Ingenio Inks Pay-Per-Call Partnership with Go2

  |  November 16, 2004   |  Comments

Deal highlights convergence of local search, wireless devices, and pay-per-call.

San Francisco-based Ingenio has sealed a strategic partnership with online yellow pages provider go2, in a revenue-sharing deal based on a model we're likely to see more of: a cocktail of local search, wireless, and pay-per-call. Growth markets, all.

Under the terms of the agreement, listings from Ingenio pay-per-call advertisers will appear in go2's directory, available both online and to millions of mobile phone Internet users, to the tune of 15 million pageviews per month. go2 has partnerships with a stable of wireless carriers, including Alltel, AT&T Wireless, Boost Mobile, Cingular, Nextel, Sprint PCS and Verizon Wireless.

Ingenio listings are slated to go live in go2's directory in the first quarter of 2005.

The joint service will allow advertisers to buy their way up the results queue, so as to be among the top listings on a mobile user's phone for a local search query.

"What this does is offer a way for local businesses, 99 percent of whom have no Web advertising yet, not to be closed out of the market just because they don't have an online shopping cart," said Marc Barach, Ingenio's CMO.

Ingenio unveiled its pay-per-call platform, in a deal with FindWhat.com, to much hullabaloo in April 2004. FindWhat provides paid search results to MetaCrawler, Excite, NBCi, and Search.com. Departing from the more prevalent pay-per-click model, online advertisers pay Ingenio only for ads that generate a phone call.

"Everyone knows what a phone lead is worth," Barach said. "Eighty-five percent of businesses know their close rates on phone leads. It clears up any ROI (return on investment) ambiguity."

For its part, go2 benefits by getting more relevant advertising to its content in a market that will take years to mature, said Lee Hancock, chief executive of the Irvine, California-based company.

"I think in five years, it will be substantially more developed than it is today. In terms of user interface, speed, timeliness of the information, they will all get better," Hancock said. "It's a natural extension of what we've been doing since 1999. But at this point, the space is very, very young."

Chief competitors for the Ingenio-go2 model are the traditional sources of local search information available by phone. "The competitor they're trying to dethrone is the 411 model," said Niki Scevak, a JupiterResearch analyst. "Wireless data services need to be more convenient than the phone call in order to succeed. While certainly achievable, I don't think the convenience is at that level yet."

According to the latest JupiterResearch data, the local search market is expected to grow from $502 million in 2004 to $824 million in 2008. There are an estimated 170 million mobile phone users in North America.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Jobs

    • Sales Planner
      Sales Planner (Verve ) - New YorkAbout Verve   Verve is the leader in location powered mobile advertising. We manage one of the largest mobile...
    • Systems Analyst/Support
      Systems Analyst/Support (Agora Inc. ) - BaltimoreIRIS (Increased Revenue Intuitive Software ) is proprietary software that helps marketers...
    • Client Services Support Specialist
      Client Services Support Specialist (Agora Inc. ) - Delray Beach OVERVIEW:  This position requires a highly motivated and resourceful individual...