http://staging.blog.biakelsey.com/index.php/2008/01/06/bt-to-pursue-ad-supported-da-model/ LOCAL MEDIA WATCH. The Nexus of All Things Local Mon, 01 Jun 2015 22:23:47 +0000 hourly 1 https://wordpress.org/?v=4.2.39 http://staging.blog.biakelsey.com/index.php/2008/01/06/bt-to-pursue-ad-supported-da-model/comment-page-1/#comment-121373 Wed, 09 Jan 2008 00:12:10 +0000 http://blog.kelseygroup.com/index.php/2008/01/06/bt-to-pursue-ad-supported-da-model/#comment-121373 This is definitely a strong model for 1800Free411 and other similar services in the U.S., but really only when they sell ads against business information. A serious challenge to the model comes when free DA services try to sell residential directory calls to advertisers, since advertisers can’t know who they are reaching and what those residential callers may be interested in buying (versus a request for the nearby pizza place, which would clearly be interesting to a national pizza chain advertiser). Online directory sites such as WhitePages.com (where I work) overcome that challenge by using anonymously tracked recent local business search behavior to target advertisers to residential listing searchers. It would be interesting to see if phone DA services could implement similar behavioral targeting capabilities (or perhaps utilize the phone number to know who the caller is, demographically speaking?) Then ad supported DA services would be even more profitable and sustainable.

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