Jambo is testing pay-per-call ads in the radio environment, buying up remnant spots from a newish reverse auction firm called Bid4Spots. Business categories covered under the tests include DIRECTV installers, mortgage lenders, and attorneys; and advertisers can specify such targeting factors as market, daypart, demographic and station format.
If this test and others like it go well, radio advertising may eventually migrate to a scenario where marketers, the lead-focused ones anyway, will pay only for pre-qualified calls. (link to press release)
Optimising Digital Marketing Campaigns with Search, Social and Analytics
At SES London (9-11 Feb) you'll get an overview of the latest tools, tips, and tactics in Paid, Owned, Earned, Integrated Media and Business Intelligence to streamline your marketing campaigns in 2015. Register by 31 October to take advantage of Early Bird Rates.