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Press Archives
2006
December 11, 2006
 Pay-Per-Call Hopes to Lessen Online Marketing Fraud
While a business must have an online presence to take advantage of clickable links, the pay-per-call model requires only a telephone to receive an inquiry from a potential customer. (subscription required)
—RCR WirelessDecember 11, 2006
 Ingenio Grows Mobile Pay-per-Call Network
Ingenio has added to its pay-per-call distribution network through a deal with mobile search provider JumpTap, the white-label solution for 88 million subscribers on Alltel and other carriers.
—ClickZDecember 4, 2006
 DRTV Advertisers and Local Business Benefit from Pay-Per-Call
"Pay-per-call advertising ties together pay-for-performance advertising with the direct response nature of a phone call, which, unlike a click, is unique because it can serve as an offline tracking mechanism," said Mr. Barach, CMO of Ingenio.
—DM NewsDecember 1, 2006
 Advertising Innovation: Who Needs PPC Links?
Ingenio has been innovating with the telephone since 1999, to connect online consumers with businesses by phone. Marc Barach, CMO, Ingenio put forth that Ingenio's direct-response mechanism is appealing to a business that wants to "get a lead, to get an edge over competition."
—ZDNetNovember 28, 2006
 Using Pay-Per-Call Ads
Ingenio hosts an online auction where businesses bid on their per-call fee to jockey for better placement in search results. The highest bidder pays a penny more than the next-highest bidder in their business category and geographic area.
—Wall Street JournalOctober 10, 2006
Ingenio Gets PPC Listing on Windows Live Search for Mobile
"Paid search advertising is a natural advertising model for mobile search: The phone device is already in the palm of the consumer's hand, so making a phone call is intuitive," Mr. Barach, CMO of Ingenio, said.
—DM NewsOctober 9, 2006
Microsoft Adds Pay-Per-Call Ads to Mobile Search
"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," said Marc Barach, CMO for Ingenio.
—ClickZOctober 9, 2006
 MSN Mobile Search Tool To List Clickable Ads
Microsoft is partnering with San Francisco-based Ingenio to provide the embedded ads when mobile search requests are performed with Windows Live Search.
—C/NETOctober 9, 2006
 Microsoft, Ingenio Pact on Mobile
Users conducting searches for local businesses using the Windows Live mobile service will receive text ads served by Ingenio. Unlike typical search ads, which drive users to an advertiser's Web site, when users click on Ingenio search ads they are encouraged to call those advertisers directly.
—MediaWeekOctober 9, 2006
 Microsoft Readies Mobile Ads: Redmond Giant Teams With Ingenio On Pay-Per-Call Cell Phone Search Ads
The market for mobile ad searches is a potentially lucrative one for Microsoft and Ingenio. Mobile ad spending is expected to reach $871 million this year and surpass $11 billion by 2011, according to Informa Telecoms and & Media.
—Red HerringOctober 9, 2006
 Windows Live Search Mobile PPCall Deal With Ingenio
Ingenio's advertisers are the only paid listings that will appear when users conduct a geotargeted search on Window Live for mobile. There will only be one advertiser shown for any given search and Ingenio's entire inventory will be funneled into Windows Live.
—Search Engine WatchOctober 9, 2006
Microsoft's MSN Sets Ingenio Pact For Wireless Ads
Microsoft Corp.'s MSN unit has signed a deal with Ingenio Inc. to place so-called pay-per-call advertisements on MSN's search service for mobile devices. (subscription required)
—Wall Street JournalOctober 9, 2006
 Microsoft, Ingenio Pair on Pay-Per-Call Ads
Ingenio has fared well with its partnership with AOL in offering these pay per call ads, and Microsoft wants to follow suit. The two companies announced a partnership today to embed ads from Ingenio's ad network in mobile searches performed with Windows Live Search.
—WebProNewsOctober 6, 2006
 Look Deeper at Pay Per Call
CMO of Ingenio Marc Barach discusses the current and future landscape of Pay Per Call and how marketers can leverage this channel.
—iMediaConnectionSeptember 27, 2006
 A Place For Pay-Per-Call
Pay-per-call has its feet firmly set in both the new and old worlds of marketing, and that makes it very appealing for a large number of consumers and marketers.
—Media PostAugust 29, 2006
 EBay Gambles on Google Partnership for Success of Skype, the Internet Phone Service
AOL, which is using pay-per-call in its Web search ads, uses the unique phone number approach, because it is easier to understand. "Consumers are more interested in what they are going to say to the mortgage broker than learning how to change behavior," said Marc Barach, the chief marketing officer of Ingenio, which runs the pay-per-call system used by AOL.
—The New York Times August 29, 2006
Google, eBay Team on Text Ads, Click to Call
"Many businesses are accustomed to doing business over the phone, and by utilizing these services from Ingenio or other providers they have a way to efficiently locate and connect with buyers who see their ad listings online," said Marc Barach, chief marketing officer of Ingenio, San Francisco.
—DM News August 25, 2006
 Firm has Customers Dialing for Dollars
Radiator.com uses San Francisco-based Ingenio to place pay-per-call ads on AOL and other web sites, asking shoppers to call a toll-free number rather than click a link or send an email. (subscription required)
—San Francisco Business Times August 11, 2006
 The Pay Per Call Opportunity Explained with Marc Barach Chief Marketing Officer, Ingenio, Inc.
Marc Barach, chief marketing officer of Pay Per Call pioneer, Ingenio, discusses the ins and outs of this search-based ad model, and highlights how businesses can best take advantage.
—eMarketing Talk Show.com August 7, 2006
Optimism Grows in Fighting Click Fraud
SES San Jose has gained a reputation for introducing concepts and ideas in search engine marketing and optimization to marketers keen to bone up on the most successful form of online advertising. "The show content is always provocative: Social search, click fraud prevention and demographic targeting are all hot topics. Between our booth and our speaking obligations, we anticipate a busy and productive week," said Marc Barach, chief marketing officer of Ingenio.
—DM News July 26, 2006
Ingenio Touts Pay-Per-Call at ad:tech
Ingenio Inc. has an alternative to pay-per-click search advertising that targets companies with no e-commerce platform on their Web sites. That's its message to prospects at ad:tech Chicago.
—DM News July 19, 2006
 Click Fraud Rattles Web Marketing BudgetsRadiator.com is trying Ingenio's pay-per-call, where users call a phone number on the ad if they want more information. The number is unique to the search site where the ad appears, so advertisers can better track where their leads are coming from and avoid click fraud.
—Financial TimesJuly 6, 2006
 The Ultimate Marketing MachineIngenio is betting on "pay-per-call". It places toll-free telephone numbers on local-search pages and charges advertisers only when they receive a live call from a consumer. This is especially popular among accountants, lawyers, plumbers and other service providers who find it easier to close a deal on the telephone.
—The EconomistJune 28, 2006
 Pay-Per-Call Breaks Out
Pay-per-call "targets small businesses, local businesses, high-ticket items and complex sales," Ingenio CMO Marc Barach said. "It's also great for national businesses, because after all, everyone's interested in capturing the customer who is motivated to buy."
—Direct Magazine June 26, 2006
 What is Pay Per Call Advertising?
CMO of Ingenio Mark Barach discusses what Pay Per Call Advertising is and why it's generating so much buzz in the industry.
—Entrepreneur Magazine E-Biz Radio Show June 22, 2006
 Serious Shoppers Only, Please
Marc Barach, chief marketing officer of San Francisco-based pay-per-call start-up Ingenio, says that, depending on an advertiser's industry, pay-per-call ads convert to actions three times more often than clicks.
—Forbes.com June 15, 2006
Ingenio Gets Into Podcasts, Radio Next?
The podcast channel extends Ingenio's fledgling audio ad operation. The company's first entry into voice-based ads came late last year when it secured a deal to distribute its previously text-only ad listings to 1-800-FREE411, a free, ad-supported phone directory service. It has since integrated with another free 411 company, 1-800-IDEAS.
—ClickZ June 15, 2006
Ingenio To Power Pay-Per-Call Podcast Ads
Marc Barach, chief marketing officer of Ingenio, said that podcasts were another area that Ingenio would be focusing on, after moving into free 411 services through a partnership with Jingle Networks and SMS local search through a partnership with UpSnap.
—MediaPost June 15, 2006
Ingenio, Podbridge Ink Deal
Ingenio, a company which sells ads on the Web that direct users to make phone calls to advertisers, has signed a deal with Podbridge, a podcasting ad network, to serve audio ads within podcasts.
—MediaWeek June 15, 2006
Ingenio Deal Puts Pay-per-Call Ads on Podcasts
Pay-per-call ad platform Ingenio has signed a deal to serve audio ads on the Podbridge podcast network.
—Direct Magazine June 14, 2006
 EBay Wants to Get Online Buyers and Sellers Talking
"Our goal is to connect buyers and sellers, to reduce friction, not to create friction," Barach said, noting that using a computer as a phone is "newer" behavior that has not yet been widely adopted. (registration required)
—San Jose Mercury News June 6, 2006
Local Matters, Ingenio Partner
Local Matters will integrate Ingenio's pay-per-call listings into their AreaGuides.net network of websites. Local Matters' AreaGuides.net websites aggregate a large base of local information, including Yellow Pages content, to create specialized local portals targeted to travelers and new residents.
—iMediaConnection June 6, 2006
 Ingenio Partners With Local Matters
Pay per call, a search-based ad model that lets businesses generate targeted telephone calls from their online ads, can produce better results than traditional pay-per-click ads, Marc Barach, Ingenio chief marketing officer, told DM News.
—DM News June 5, 2006
 Ingenio Inks Partnership with Local Matters
"We think the Pay Per Call service Ingenio offers fits well with our efforts to deliver improved local content and search services to create a better consumer experience while providing additional revenue opportunities for local advertisers," said Jeannette McClennan, Local Matters.
—adotas May 22, 2006
 Initial Test Results From Pay Per Phone Call Search Ads
Read about how Ingenio advertisers are leveraging Pay Per Call. New case study from Ingenio advertiser StaffingMedical USA shows how Pay Per Call is beneficial for their business.(subscription required)
—Marketing Sherpa May 19, 2006
Whither Pay-Per-Call?
When I think of pay-per-call, I immediately think of Ingenio, which pioneered and trademarked pay-per-call in 1999. Let's just say that nobody is doing more in pay-per-call than these guys.
—MediaPost May 17, 2006
Can the Click: Why Pay-Per-Call Represents the New Breed of Ad Strategy
Ingenio's Marc Barach provides insight on the Pay Per Call industry, its benefits to local and national businesses, and how the future of search makes Pay Per Call more relevant than ever before.
—adotas May 4, 2006
 Ingenio Pay-per-Call Ads on SMS-Based 411 Service
Extending its pay-per-call ad network to include text messages, Ingenio will be providing sponsored listings to UpSNAP's SMS-based directory assistance service FREE 411.
—MarketingVOX May 4, 2006
Ingenio Installs Pay-Per-Call in Mobile 411 Service
"By partnering with UpSNAP, Ingenio is demonstrating further reach into mobile search and the growing market for free directory assistance services," said Marc Barach, Chief Marketing Officer, of Ingenio.
—adotas May 4, 2006
Ingenio Forges Deal With SMS Local Search Firm
This is the second free 411 service into which Ingenio has integrated pay-per-call ads. The first was Jingle's 1-800-Free-411 service, which inserts audio pay-per-call ads before the listing.
—MediaPost May 4, 2006
Pay-per-call Ads to Mobile Users
Ingenio, Inc., a provider of pay-per-call advertising, and UpSNAP, Inc., a mobile search company, announced a partnership that will integrate the two companies' technologies.
—iMedia Connection May 4, 2006
Ingenio Adds SMS-Based 411 Service to Ad Network
Pay-per-call advertising firm Ingenio struck a deal to provide its sponsored listings to an SMS-based directory assistance service operated by UpSNAP.
—ClickZ May 1, 2006
 Locals Take the Call
For businesses with little or no Web presence, pay-per-call is a good way to direct local customers to advertisers.
—OMMA Magazine April 28, 2006
Ingenio's Barach Sees "Energy" Surrounding Online Advertising
Pay per call has officially gone mainstream. Many thousands of businesses are using it, and a whole new industry has sprung up around it.
—DM News April 12, 2006
 NextStuff Now Radio Interview with Marc Barach - Listen Now
NextStuff Now is hosted by Chris Tolles Vice President of Topix.Net. Each week get a sneak peak behind closed doors to speak with the people who are developing new technology, products and services for the internet.
—Webmaster Radio March 1, 2006
 Why Pay For Ads That Don't Work?
Pay-per-call advertising was pioneered and trademarked in 1999 by a company out of San Francisco called Ingenio, which has since partnered with AOL to bring the technology to market.
—Inc. Magazine March 1, 2006
 Heeding the Call
San Francisco-based Ingenio, which runs pay-per-call for AOL, is the clear leader in the very young category, which the Kelsey Group estimates could be worth $1.4 billion by 2009.
—Business 2.0 February 27, 2006
Pick Up the Phone, Your Search Term Is Calling
The pay-per-call market has largely been developed by a company called Ingenio, which is based in San Francisco, and has been offering advertisers the service since 2004.
—The New York Times February 22, 2006
Agencies and Pay-per-call: A Perfect Match?
While much of the growth is expected to be driven by local advertisers, more and more agencies, both media buyers and SEMs, are getting into the game. Ingenio works with more than 30 agencies, including Performics, Range Online Media, Carat Fusion and Wahlstrom Interactive.
—ClickZ February 21, 2006
Pay-Per-Call To Soar To $3.7 Billion By 2010
Some marketing executives are eager to test the service, said Bill Leake, CEO of Austin, Tex.-based agency Leads Customers Growth. He added that one of the firm's clients has increased its budget for click-to-call tenfold since April, when the client started running pay-per-call ads through Ingenio in April 2005.
—MediaPost February 21, 2006
Internet Advertising Goes a Step Further
Connecting consumers and merchants by telephone could bring new advertisers to paid search, particularly small businesses and services firms that don't transact business online. It could also help companies that rely on call centers to sign up customers.
—Wall Street Journal February 13, 2006
Q&A: Ingenio's Scott Faber
Years ago, the co-founder guessed how well the telephone and Internet marriage would work. But even he's surprised by its success.
—Red Herring January 17, 2006
Why Pay-Per-Call Advertising Needs Ad Agencies
Ingenio is the most well-established company in the pay-per-call ad space. It provides the
pay-per-call backbone to AOL, MIVA, and Local.com, among others. Ingenio launched an API in August;
in 2006, it'll launch a developer forum and a program for SEM agencies.
—ClickZ
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