Skype has expanded its pay-for-call service for advertisers with the launch of Click & Call Advertising. This new product enables brand marketers and advertisers to generate inbound calls from Skype customers.
The move offers a quantifiable method to drive customer calls. Now millions of business phone numbers listed online can display Skype's Free Call button which, when clicked, will launch the new software and connect the caller for free.
It also creates a new revenue stream for Skype, of course, while aiming to make life easier for advertisers to connect with the 560 million Skypers worldwide.
Although we're calling it Skypevertising, it’s technically called call-advertising. Launch customers for the service include Razorfish, DISH Network, Extra Space Storage, and Primedia.
The service is being powered by Marchex, described in the release as a major call advertising company, and will launch the service in the U.S., Canada and Western Europe.
“Businesses will now have the opportunity to acquire potential new customers by using Skype in a highly efficient and measureable way," says Andy Sims, Skype's director of advertising. "The experience is also beneficial for Skype users because it’s fast, convenient and the calls are free."
"Within the digital and interactive advertising space, call-based advertising is becoming one of the fastest growing opportunities for us," said Clark Kokich, chairman of Razorfish.
"As a leading ad agency, our clients rely on us to identify and execute against the most effective and efficient performance-based programs available – as such, we feel now is a great time to engage in call advertising."
Pairing Skype’s methodology and reach with Marchex’s call advertising technology and sales and service expertise, could make this already powerhouse online brand even more of a force to be reckoned with online.