Call Genie to distribute audio adverts for Idearc’s pay for performance advertisers
Rating: pay per performance sounds like a car manufacturer?
Call Genie the voice local mobile search company and Idearc Media that hosts Superpages.com and publishers Verizon’s Yellow Pages – have signed a pay-for-performance audio ad distribution agreement.
What?
Hmm. Its sounds like a new name for the next motor oil but it isn’t. Pay for performance is an ad network bid program where advertisers pay for customer leads.
From the press release
“Audio advertising is an important component of our pay-for-performance model,” said Eric Chandler, President - Internet for Idearc Media. “This additional distribution channel for Superpages.com provides consumers yet another way to connect with our advertisers, regardless of location or device.”
“This agreement is great news for Call Genie and our customers,” said Michael Durance, CEO of Call Genie. “This provides a fantastic opportunity for us to connect consumers with Idearc’s advertisers.”
What we think?
Directory companies are fighting back. They lost the online business but see an opportunity on mobile and are gunning for it. Audio advertising is where voice based user interfaces guide users to specific areas or advertised spaces.
As anyone that reads GoMo News will know, I hate voice automation and I hate IVR. Multi-modal is the opportunity and Call Genie promises to provide a multi-modal delivery platform mixing voice and data results. This is OK. But multi-modal is in the early phase and IVR is awful and directory services a rip off.
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