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Big Media Players Embrace Pay Per Call

MIVA, the leading independent Performance Marketing Network, has announced three major media groups among the first round of its "Pay-Per-Call" partners...

MIVA, Inc., (NASDAQ: MIVA), the leading independent Performance Marketing Network, announced three major media groups among the first round of its Pay-Per-Call* partners on 23 November 2005...

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MIVA Pay-Per-Call, which was launched in the UK in September, closes the loop between paid search and telephony by allowing advertisers to include unique freephone numbers within bid controlled, search and content driven Ads. Since launching Pay-Per-Call Ads in the UK, MIVA has built a distribution network of more than thirty online media owners including:

• Trinity Mirror, the UK's largest newspaper publisher, which intends to display search and content driven Pay-Per-Call Ads across its portfolio of 44 regional newspaper sites. The Ads are planned to run alongside MIVA Pay-Per-Click Ads and natural results powered by MIVA's new algorithmic search product.

• Express Newspapers has agreed to display content driven Pay-Per-Call Ads across: The Daily Express (www.express.co.uk), Daily Star (www.dailystar.co.uk), OK Magazine (www.ok-magazine.co.uk), Happy Magazine (www.happymagazine.co.uk) and Daily Snack (www.dailysnack.co.uk).

• Dennis Publishing plans to display search and content driven Pay-Per-Call Ads across a portfolio of 13 sites including the recently re-launched Maxim site (www.maxim-magazine.co.uk), PC Pro (www.pcpro.co.uk) and Auto Express (www.autoexpress.co.uk).

• InfoSpace has already started to display search driven Pay-Per-Call Ads across its meta-search engines www.WebFetch.co.uk and www.Dogpile.co.uk.

"As with our Pay-Per-Click product, our aim with Pay-Per-Call is to build a diverse network of partners ranging from leading news sites, search engines and directories through to more niche, vertically focused web publishers," commented Seb Bishop, Director and CMO, MIVA. "By building our network in this way, we believe we better enable our advertisers to reach web users at different stages in the buying process," he continued.

"Pay-Per-Call is ideal for Trinity Mirror's regional sites" commented David Black, Trinity Mirror's Head of Online. "We believe the ads will provide a key additional channel to reach our users with highly targeted, locally focused content," he continued. Pay-Per-Call Ads are being implemented across partner sites by MIVA's design and technical teams. As with MIVA's Pay-Per-Click Ads, all new implementations are customised to integrate with the partners' brand and design style.

Bidding on relevant categories rather than keywords

"The launch of MIVA Pay-Per-Call marks an important milestone in the evolution of online advertising," commented Ernst van Leeuwenkamp, Director of Product and Partner Management at InfoSpace. "By including both MIVA Pay-Per-Click and Pay-Per-Call Ads across our sites, we believe we can further increase InfoSpace's revenues and the relevance of the Ads we serve, whilst also giving web users total control over how they continue their buying process, via clicks or calls."

MIVA's Pay-Per-Call Ads work in a similar way to the company's Pay-Per-Click Ads, except that rather then bidding on specific keywords, advertisers bid on categories relevant to their businesses. Minimum bid prices start at £2.00, with advertisers paying only for calls received. Sophisticated filtering facilities enable advertisers to select their exact geographic location and also specify the time of day they are available to receive calls.

Recent research by Kelsey Group estimates that the Pay-Per-Call market could be worth more than £600 million in the UK and $4 billion worldwide by 2009.

www.miva.com/uk/pay-per-call/

About MIVA®, Inc.
MIVA is the leading independent Performance Marketing Network, dedicated exclusively to helping businesses grow. MIVA connects millions of buyers with sellers at exactly the right place and time. MIVA delivers qualified leads to advertisers, helps maximise revenue for partners, facilitates commerce for online merchants and provides relevant information to customers. The Company has relationships with more than 100,000 customers, spanning North America, Europe and Asia. * Pay-Per-Call is a trademark of Ingenio, Inc.