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CVS, Walmart run pay-per-call ads in directory assistance app

Brands such as Walmart, Nationwide Insurance, Allstate Insurance, CVS, Sprint, Verizon Fios, Cablevision and Comcast are running pay-per-call ads within the 1-800-FREE411 application.

The 1-800-FREE411 application is a free directory assistance service that makes it easier than ever for people to get a phone number listing and address when they are on the go.

?The strategy here is to give consumers the information they need while they?re on the go and also we want to give consumers the option to input text using a smartphone,? said John Roswech, president of Jingle Networks, New York, the parent company of 1-800-FREE411.

Free listings for consumers
The quick adoption of smartphones is what triggered 1-800-FREE411 to enter the application development market. The free application helps users find phone numbers, addresses and locations to local businesses throughout the United States.

The application comes preset with nine popular search categories such as taxi, gas, grocery and pizza.

Users simply click on one of the categories and GPS technology will find appropriate businesses near their location.

Consumers can also use the search button to find other businesses in any location nationwide. Once the number is found, users get the option to call, get directions and/or add the number to their contact list.

1-800-FREE411 is traditionally a telephone directory assistance service. Users simply dial 1-800-FREE411 and get the listing they need for free. It?s just like 411, except it does not cost anything because consumers listen to an ad before they get their requested information.

?The iPhone has changed the way people are getting data right now, if you have an iPhone you?re not going to dial a number and listen to ads, so we recently launched an iPhone and Android apps, and a BlackBerry app will be out in a week or two,? Mr. Roswech said. 

PPC
The application will be embedding advertising within listings. The company is using a pay-per-call (PPC) business model. Of the listings, only advertisers have a click-to-call option.

For example, here is a screen grab of CVS? click-to-call PPC ad:

1-800-FREE411 is not new to mobile. The company has a WAP site too.

Here is a screen grab of the WAP site at http://m.free411.com.

?The smartphone demographic is higher-end and younger,? Mr. Roswech said. ?They really are a richer demographic in terms of purchasing power.

?That?s why we?re doing the embedded ad model,? he said.

Dan Butcher contributed reporting to this story.