Microsoft Buy Opens Pay-Per-Call Possibilities
The acquisition of Teleo could enable MSN to offer the pricing model to local advertisers.
The acquisition of Teleo could enable MSN to offer the pricing model to local advertisers.
With the acquisition of VoIP start-up Teleo on Wednesday, Microsoft has gained click-to-call dialing capabilities. The purchase raises the question of whether MSN’s adCenter will offer pay-per-call pricing.
Pay-per-call advertising, which has been implemented by players like Verizon SuperPages and America Online, is thought to be especially appealing to small business advertisers. These players may lack a Web site or be unable to assign value to a click, whereas a call represents a valuable lead.
MSN wouldn’t say whether it planned to add pay-per-call to its upcoming ad platform, but said it was one possible feature it could enable for its customers.
JupiterResearch analyst Gary Stein said a pay-per-call capability is one thing Microsoft gets from Teleo that it doesn’t already possess.
“That seems like the most interesting thing they got that they don’t already have,” he said. “I would imagine they would want to include that in the adCenter. Pay-per-click isn’t that attractive for local advertisers.”
More about:
Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceThe Merkle B2B 2023 Superpowers Index outlines what drives competitive advantage within the business culture and subcultures that are critical to succ...
View resourceMaking forecasts and predictions in such a rapidly changing marketing ecosystem is a challenge. Yet, as concerns grow around a looming recession and b...
View resourceEight fresh launches this week — spanning viral food mash-ups, brand reinventions, and nostalgia-fueled creative. Read More...
View articleA J.Crew storefront sign in New York City. From Ivy League Catalogs to Chapter 11 A Preppy Phenomenon Is Born J.Crew launche...
View articleAs healthcare apparel evolves beyond basic uniforms to premium lifestyle products, FIGS leads with purpose-driven branding and global ambitions—but me...
View articleRetailers are building media empires, creators are becoming sales channels, and brands that connect the two are redefining how products get discovered...
View articleA Holistic Approach to Measuring DTC Success Beyond Amazon Read More...
View articleAdobe’s 2024 results showcase the power of subscriptions, but the model’s challenges are prompting businesses to rethink how they deliver value and re...
View articleEven retail giant Amazon needs a little Hollywood magic during the holiday season. Read More...
View articleCannes Lions, where the advertising world's most daring minds gather to redefine the rules of engagement. This year, a new creative order has emerged,...
View article
Leave a Reply
You must be logged in to post a comment.