Here are my questions:
- Is it clicks or calls (PPCall)?
- Are the local ads coming from existing MSFT partners SuperPages and Ingenio? (MSFT doesn’t currently have local advertisers.)
- Will MSFT be auctioning this inventory separate and apart from other AdCenter inventory (the WSJ article strongly suggests yes).
As I’ve said before, the whole mobile local search arena is accelerating. And this deal has the potential to rachet up the pressure for everyone — carriers and MSFT online competitors.
Here’s how Microsoft responded to my questions:
The advertising model at launch is Pay Per Call, executed in conjunction with Microsoft’s advertising platform as well as Ingenio, our Pay Per Call partner in the US. We may evolve this model as we learn more together about how to most effectively marry advertising opportunities with a great user experience.
We are extending our ad platform for both display and text advertising through investments in our adCenter platform. These investments are being extended to mobile; at the same time we are partnering with organizations with expertise in the mobile arena. We plan to maximize the value of our platform for advertisers so that their partnership with Microsoft and Windows Live extends across devices.
We are focused on ensuring that the user experience for consumers adds, rather than detracts from, their mobile experience. We are working with organizations such as the Mobile Marketing Association (MMA) on guidelines to shape these experiences so that users get the information they need at their fingertips through ads as well.
