Ingenio and Medio Partner to Mobilize Pay Per Call

Ingenio, a provider of Pay Per Call advertising, and Medio Systems, a provider of mobile search and advertising solutions, announced a partnership to integrate Ingenio Pay Per Call ad listings into the newly-launched Medio MobileNow Ad Network. Starting with the second quarter of 2007, Ingenio Pay Per Call advertisements will appear in response to consumer search queries across mobile properties participating in the Medio MobileNow Ad Network. The Ingenio Pay Per Call advertiser only pays when a consumer initiates a call to the business from their mobile phone, ensuring completely measurable results from mobile ad campaigns.

"Mobile search is a unique advertising platform where advertisers can reach consumers who are actively looking for their services and ready to transact at that moment," said Omar Tawakol, Chief Advertising Officer for Medio Systems. "Pay Per Call is aligned with our vision because it surfaces specific content - in this case, the phone number of a relevant merchant, like a taxi or locksmith service - and gives the mobile consumer immediate access to that advertiser with a click of a button, no cell-phone Web surfing required."

With the rise of more Web-enabled mobile devices, consumers are increasingly using mobile phones to access localized information around weather, maps and businesses while on the go. Ingenio Pay Per Call puts local, service-based business directly in front of mobile consumers while they are searching. Currently, Ingenio advertisers in industries such as flower services, auto repair and hotels are most commonly queried by mobile searchers across Ingenio's partner network. Because phone call leads enable these businesses to directly engage with prospective customers, they generate sales more often than other forms of direct response advertising, such as clicks.

The Medio MobileNow Ad Network makes it easy for advertisers to reach mobile audiences, while maximizing ad revenue by serving the most targeted mobile ads. Through the partnership, Ingenio advertisers' pay-per-call ads will be targeted across the MobileNow Ad Network, increasing mobile campaign reach to a significant North America subscriber base.