Marchex, a company that delivers local online advertising and local content, announced today that it has extended its advertising strategy to the mobile market. Marchex has entered into agreements with mobile advertising providers AdMob, Ringleader Digital and 4INFO.
Marchex’s VoiceStar subsidiary will deliver call tracking services to all three companies. VoiceStar will enable the advertiser providers to validate the effectiveness and return on investment of their mobile advertising networks and provide their advertisers with analytics to help them optimize their mobile advertising campaigns.
Marchex’s call tracking enables mobile advertising providers to: (i) track the calls generated by advertisements on their network, (ii) determine exactly which advertisements delivered the calls, (iii) track and report key information including the duration, time of day and geographic location of callers, and (iv) record the calls. Marchex makes this information available to the mobile advertising provider through its reporting interface.
“Marchex is focused on partnerships with leading aggregators of local advertisers across all channels: online, offline, and mobile,” said John Keister, Marchex President and COO. “We believe that the mobile advertising opportunity is significant and is poised to realize tremendous growth over the next five years. Our call tracking and pay-per-phone-call capabilities provide a significant advantage for Marchex in the mobile search advertising market.”
“We are excited to bring new tools and technologies that will provide our advertising customers with results-focused advertising solutions,” said Omar Hamoui, Founder and CEO AdMob. “By linking the browsing experience of the mobile web with the communications capabilities of mobile phones, AdMob continues to deliver a powerful new tool for advertisers. Marchex’s call-based advertising services and suite of analytic tools enable us to better monetize our inventory and enable our advertisers to maximize the return on investment for their mobile advertising campaigns.”