Directory Assistance Ad Revenues to touch $462 million by 2012
According to a new report by the Kelsey Group, annual U.S. revenues for advertiser-sponsored directory assistance, also referred to as free DA, will grow from $14 million in 2007 to $462 million in 2012. Free DA enables a consumer to dial a specific number for directory assistance and other local information at no charge in exchange for listening to an ad.
“We anticipate ad-sponsored directory assistance will morph into an audio ad business and a wireless play,” said Matt Booth, senior vice president and program director, Interactive Local Media, The Kelsey Group. “The combination of audio ads and wireless pay-per-call and text ads will drive superior per-call economics over time.”
“Increasingly, telecoms, directory publishers and search engines are getting into the directory assistance business, particularly in the mobile arena,” said Charles Laughlin, senior vice president and program director, The Kelsey Report, and managing editor, The Kelsey Group.
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