Light Reaction Launches M-Call, Click-to-Call Mobile Performance Product, In Partnership with Marchex
July 15 2015 - 8:00AM
Business Wire
New Cost-Per-Call Product Enables Light
Reaction and Xaxis Advertisers to Drive And Measure Phone Leads
Directly from Mobile Ads Across Hundreds of Top Publishers and
Apps
Light Reaction, a mobile-first performance advertising business
that is part of Xaxis, announced today the launch of M-Call in
partnership with mobile advertising analytics company Marchex
(NASDAQ: MCHX). The new click-to-call mobile performance product
enables advertisers to generate high-quality phone leads directly
from mobile Web and in-app ads across hundreds of top publishers
and apps. In addition, Light Reaction and Xaxis clients gain access
to Marchex Call Analytics, a real-time mobile advertising platform
that measures sales and consumer intent from mobile, click-to-call
campaigns.
The new product incorporates Light Reaction’s outcomes-based,
pay-for-performance media model with advertisers paying only for
ads that generate in-bound calls. M-Call will run through Turbine,
the next generation data management platform (DMP) operated by
Xaxis, enabling brands to coordinate their click-to-call mobile
campaigns with the rest of their digital spend. Mobile inventory
available to M-Call advertisers includes mobile search, mobile
display, in-app and mobile social. Call Analytics, powered by
Marchex, provides 100% real-time attribution for every phone call
while surfacing call outcomes directly into the Light Reaction
platform. M-Call and Call Analytics are available to both Light
Reaction and Xaxis clients, including GroupM agencies, beginning in
North America.
“Brands continue to challenge us to develop new ways to drive
leads and conversions through mobile-first products,” said Paul
Dolan, general manager of Light Reaction. “With M-Call, advertisers
can generate high-quality in-bound phone leads in a way that would
be impossible on anything other than a smartphone. We’re able to
provide brands with a simple, effective and highly measurable
click-to-call option for their lead gen campaigns.”
“With the massive adoption of smartphones, we have new
opportunities to connect with prospective customers to grow our
business,” said Claudio Duran, Director of Digital, ADT. “We have a
long-standing relationship with Marchex and are excited to be able
to extend the reach of our click-to-call campaigns across the
industry-leading breadth of premium mobile inventory available
through M-Call.”
“Smartphones have changed how consumers are interacting with
brands in the “real world” and more than ever, marketers require
visibility and insights on mobile-influenced purchases,” said Pete
Christothoulou, Chief Executive Officer of Marchex. “Joining forces
with Light Reaction and Xaxis will allow us to transform mobile
marketing performance at scale – we are looking forward to
supporting their teams and clients in driving results.”
About Light Reaction
Light Reaction is a programmatic performance advertising
business that sells clearly defined customer outcomes. Part of
Xaxis, the world’s largest programmatic media and technology
platform, Light Reaction’s mobile-first approach to performance
combines scientific insight with the data resources and scale of
Xaxis to deliver highly measurable results for global advertisers.
Light Reaction is available in 20 markets across North America,
Europe, Asia and the Middle East. For more information, visit Light
Reaction at www.lightreaction.com.
About Xaxis
Xaxis is a global digital media platform that programmatically
connects advertisers to audiences across all addressable channels.
Through the expert use of proprietary data and advertising
technology along with unparalleled media relationships, Xaxis
delivers results for over 2,800 clients in 40 markets across North
America, Europe, Asia Pacific, Latin America and the Middle East.
Advertisers working with Xaxis achieve exceptionally high return on
advertising spend through the company’s proprietary media products,
as well as through its wholly-owned specialist companies, Light
Reaction, Bannerconnect, and ActionX. For more information, visit
www.xaxis.com.
About Marchex
Marchex is a mobile advertising analytics company that connects
online behavior to real-world, offline actions. By linking critical
touchpoints in the customer journey, Marchex’s products enable a
360-degree view of marketing effectiveness. Brands and agencies
utilize Marchex’s products to transform business performance.
Please visit www.marchex.com, blog.marchex.com
or @marchex on Twitter (Twitter.com/Marchex), where Marchex
discloses material information from time to time about the Company,
its financial information, and its business.
View source
version on businesswire.com: http://www.businesswire.com/news/home/20150715005163/en/
Harmonica / Light ReactionKaty Saeger or Peter Epstein+1
310-597-2337 or +1 323-251-3567katy@harmonica.co or
peter@harmonica.coorMarchex, Inc.Investor RelationsTrevor Caldwell,
206-331-3600ir(at)marchex.comorMedia Inquiries:Marchex Corporate
Communications206-331-3434pr(at)marchex.com
Marchex (NASDAQ:MCHX)
Historical Stock Chart
From Mar 2024 to Apr 2024
Marchex (NASDAQ:MCHX)
Historical Stock Chart
From Apr 2023 to Apr 2024