Miva recruits major media owners for pay-per-call network

by Daniel Farey-Jones, Brand Republic 25-Nov-05

LONDON - Miva has built up a network of more than 30 online media owners, including Trinity Mirror and Express Newspapers, to carry its pay-per-call ads.

Miva sells pay-per-call ads by auctioning advertiser categories rather than keywords. Minimum bid prices start at £2, with advertisers paying only for calls received. The ads can be set to appear within an exact geographic location and within precise time periods.

Trinity Mirror's 44 regional newspaper sites will carry search and content-driven ads. Express Newspapers sites for the Daily Express, Daily Star, OK! Magazine, Happy Magazine and Daily Snack will carry content-driven ads.

InfoSpace will carry search-driven ads on its search engines webfetch.co.uk and dogpile.co.uk. Dennis Publishing will carry search and content-driven ads on 13 sites including maxim-magazine.co.uk, pcpro.co.uk, autoexpress.co.uk.

Miva wants to build a diverse network of leading news sites, search engines and directories through to more niche, vertically focused web publishers, according to Seb Bishop, director and chief marketing officer at Miva.

Bishop said: "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 said.

David Black, Trinity Mirror's head of online, endorsed the service. He said: "We believe the ads will provide a key additional channel to reach our users with highly targeted, locally focused content."

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