Many of you probably saw the release yesterday:
Yellow Pages Group, Canada’s leading local advertising company, and Marchex, Inc., a leading local search and performance advertising company, today announced a partnership to provide simple, local online performance-based advertising products and services to Canada’s small and medium-sized business (SMB) customers.
Under this agreement, Yellow Pages Group (YPG) will use the award-winning Marchex Connect product suite to power its performance-based advertising services. These new services include search- and call-based marketing and analytics, and are designed to drive new customers for Canadian businesses with a focus on measurable performance. The services will be in market on a national basis in January 2010.
Marchex’s VoiceStar can be used for PPCall online, in mobile or in the traditional print directory. Marchex’s major directory publisher partner in the US is AT&T/Yellowpages.com.
We’ll see more and more PPCall marketing being offered via the print directory (especially as a back up to “save the account” if the advertiser wants to cancel or reduce its YP spend). Telmetrics President Bill Dinan previously made a big pitch for print to move more aggressively into a performance-based/PPCall business model.