Pay-per-call ad platform Jambo has launched a test program using radio ads to gather phone leads for advertisers in select business categories.
The Agoura Hills CA-based company is buying radio time for the pilot through Bid4Spots, which uses a reverse auction system to purchase remnant air space on radio networks.
Jambo will place radio ads for selected small-business categories—to start with, satellite dish installers mortgage lenders, and bankruptcy, personal injury ad criminal lawyers. The ads will give customers local phone numbers to call for these services.
When the prospect calls and the business operator accepts the charges, the cost of the call will appear on the merchant’s bill. Business advertisers pay only for the call, not the cost of the advertising.
