Ingenio To Power Pay-Per-Call Podcast Ads

Pay-per-call advertising firm Ingenio will start serving ads into Podbridge's podcast network, which includes publishers like Bloomberg and Clear Channel, the company will announce today.

Marc Barach, chief marketing officer of Ingenio, said the move--the company's first podcast deal--is aimed at expanding the distribution of pay-per-call ads beyond local search engines. "Part of our strategy here in Ingenio's pay-per-call world is to push relevant pay-per-call ads wherever consumers are--wherever they engage in content," he said. "It extends the pay-per-call reach out to mediums that are not desktop-bound."

Barach 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.

Barach said that the ads will begin appearing in Podbridge's podcasts this month, and will be largely from the financial services and travel sectors. The Podbridge ad-serving platform tracks the number of listeners and downloads, and also allows ads to be inserted on a dynamic basis and targeted by demographics and geography.

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