After Google and Yahoo! announced sponsored listings into mobile search, Microsoft has signed a deal with Ingenio to provide pay-per-call listings into Windows Live Search for mobile. Ingenio's PPCall ads will appear only on geo-targeted searches on Window Live for mobile. At present, Microsoft offers "call-for-free" click-to-call functionality on Live Local.
"Pay Per Call has emerged as a compelling value proposition in the world of paid search advertising," said John DeVitis, Product Unit Manager for Windows Live Search for mobile. "The concept of driving phone calls from the web and mobile search on a performance-basis resonates with advertisers. Services like Ingenio Pay Per Call appeal to entirely new advertiser segments and enhance the consumer search experience. Given Ingenio's technology and mobile advertising expertise, the company is a natural partner for us."
Currently, the deal is exclusively about Windows Live for mobile and it is not clear if it may extend to other online search offerings.
Ingenio listings on Windows Live Search for mobile are live today at http://mobile.live.com/search