You are here: silicon.com > Networks > Mobile & Wireless

Mobile & Wireless

Microsoft lines up click-to-call mobile ads

Ringing the changes...

Tags: click-to-call, microsoft, adverts, mobile

By Marguerite Reardon

Published: 10 October 2006 08:35 BST

Microsoft plans to place advertising on MSN's Windows Live Search for Mobile service that will let users click on an ad to place a call for more information.

The software powerhouse said on Monday it is partnering with Ingenio to provide the embedded ads when mobile search requests are performed with Windows Live Search. An ad will be placed above the regular search results when mobile phone users are searching with Windows Live Search. Then users can click on the advert and make a phone call directly to whoever is advertising.

The database and technology used to serve the ads comes from Ingenio. Searching is free for users but the company charges advertisers for calls mobile users make when they click on a particular ad. Advertisers vie for the top spot in the list in an online auction, much as in other paid advertising models on regular online search sites, such as Google.

Ingenio has a similar deal with AOL, which has been using the service and technology since 2005 as part of its own mobile search offering.

Combining these types of click-to-call ads with mobile search makes sense because many people are likely using their mobile phones to search for local information they'll use immediately - finding the address and phone number of a nearby restaurant, for instance. Adding adverts to the mobile search is expected to generate new revenue for mobile operators and search companies offering the service.

Search on mobile handsets is heating up, as big names such as Google and Yahoo! launch new services. Last week, Yahoo! said it would add advertising to its mobile search tool in the UK and US, including the click-to-call ads.

Marguerite Reardon writes for CNET News.com

  1. Zones
  2. Management
  3. Networks
  4. Software
  5. IT Services
  6. Hardware
  1. Verticals
  2. Public Sector
  3. Financial Services
  4. Retail & Leisure
Read and write about internet access at the airports of the world at atlarge.com. Be the first to rate an airport, win champagne...


  • Jobs
Systems Support Analyst, Windows, Office, Citrix, AD, Sheffield

An exciting opportunity for a Systems Support Analyst skilled in Windows, VMWare, Citrix and AD to provide 2nd line support for a highly reputable ...

Campaign and Data Manager - London

Managing the delivery of display advertising across all Web Ops supported websites. Managing the delivery of email advertising across all Web Ops ...

SEO optimisation specialist

Candidates should have contemporary understanding of Google Ad words and associated algorithms. A leading creative agency requires a search engine ...

CIO50 2008
The silicon.com CIO50 2008 profiles the most influential and innovative tech chiefs in the UK across all industries and organisation size, from the biggest FTSE100 companies to high growth dot-com start ups and the public sector. The list was voted on by the UK CIO community and a panel of experts. Find out more in our latest special report.





Quick Sitemap Links: