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AOL Deal May Push Per-Call Ad Type; Advertisers Like Idea; Advertisers pay only per calls they receive from prospects who viewed ad.(INTERNET & TECHNOLOGY)
Byline: DOUG TSURUOKA
Pay-per-call ads seem set to go big time.
It's one of the newest evolutions in the marriage between the Internet and marketing: Advertisers pay only after a user dials the phone number that appears with their online ad, placed on a strategic search results page or Web site.
Pay per call hit a milestone Jan. 20 when America Online, the world's biggest Internet service provider, said it would soon feature the ads. Media giant Time Warner owns AOL.
Analysts say this might put per call on a par with pay-per-click ads, which are already a billion-dollar business. With pay per click, advertisers pay each time a person clicks on the link to an ad. Technology lets companies count clicks and calls and to know the source of those clicks and calls.
Pay per call is a fairly new development. A prime mover of such ads is FindWhat.com, an online marketing and e-commerce services firm based in Fort Myers, Fla.
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