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Jambo has launched a test program using radio ads to drive phone leads to select categories of Pay-Per-Call Collect advertisers. Jambo is buying radio airtime through Bid4Spots which sells last-minute radio airtime using a reverse auction format.
Jambo will place radio ads for categories of businesses - starting with DIRECTV installers, mortgage lenders, and bankruptcy, personal injury and criminal lawyers - encouraging consumers to call local phone numbers to get in touch with a local merchant. Jambo cycles through relevant matches until the consumer is connected with a local merchant who wants that business - which he indicates by accepting the charges for the call.
Advertisers can choose at that moment whether or not to accept the charges on a pay-per-call basis. Those charges appear on the merchant’s regular phone bill. Advertisers only pay when they receive calls - not for the advertising itself. While Bid4Spots itself is not pay-for-performance, Jambo’s use of the system provides advertisers with true pay-per-call functionality.
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