Microsoft has introduced the Pay-per-call advertising model through Ingenio to add functionality for mobile devices. According to a recent article on ClickZ, when a user searches Microsoft Live through a mobile device, they could receive an ad from an Ingenio advertiser.

“When it comes to mobile devices, we believe the pay-per-call model will be the primary monetization model. It’s what will bring local advertisers online, and provide the best experience for users,” Marc Barach, CMO for Ingenio, told ClickZ.

When combined with local search efforts, this could be a powerful weapon in the mobile search market. So now when you do a search for Pizza, you could not only get a listing for Pizza Hut, but also be able to just click on that result and call them. Pizza Hut would only pay for the call. Obviously this is the most simple of models that would work with the program, but other models could include realtors, hotels, and other travel industry verticals.

Sportslair

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