taps into the rapidly expanding market of consumers seeking directory assistance at home or while on-the-run. The wide variety of advertising options it offers — Sponsorship, Category, Alternative, Requested Listing — makes it possible to target callers where they call every day. Automatic Call Completion, another advertising option, allows potential callers to be immediately transferred directly to your business without writing down, typing in, or looking up the number.
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Sponsorship Ad FE (Front-End)
The Sponsorship AD FE announces to the caller that your company is sponsoring the call and provides a 5-10 second audio ad of your products or services. This type of ad is a low cost way to deliver your company's message when you have a caller's full attention. It is designed to suggest a call at a later time.
Sponsorship Ad FE - Example: A caller requests directory assistance for Darling's Deli.
XYZ Cinema has purchased a call sponsorship ad that will play at the front of the call flow. Example: "This call is sponsored by XYZ Cinema, bringing Hollywood to your community."
Paired Sponsorship Ad
Coupled with a Sponsorship Ad FE, the Paired Sponsorship Ad really drives your message home. It plays on all residential and government listings, and
on business listings that do not have a Category, Alternative Ad or a Requested Listing Ad. A paired Sponsorship Ad is well-suited to offering special promotions or other incentives.
|Paired Sponsorship Ad - Example: A caller requests directory assistance for Darling's Deli. XYZ Cinema has purchased a Sponsorship Ad FE that will play at the front of the call flow. XYZ Cinema has also purchased a Paired Sponsorship Ad. At the end of the call, their Paired Sponsorship Ad will play; reminding callers that XYZ Cinema sponsored the call, i.e., "remember to purchase your tickets early for Fright Show." (Paired Sponsorship Ads will only play if a middle ad --Category, Alternative or Requested Listing-- was not played.)
When a caller asks for a specific category (type of business), such as "Florist", up to 6 ads, in groups of 3, each approximately 10 seconds, are played that advertise businesses in that category. The benefit of a Category Ad is you have the opportunity to convince a caller, who does not have a specific brand in mind, to select your business.
|Category Scenario - Example: A caller requests directory assistance for a Florist. AT&T provides listing for up to 6 florists, in groups of 3, that have purchased Categoryor Alternative Ads. The customer selects the business listing from the 6 options. The call is automatically completed for the caller if the advertiser included Call Completion as part of the ad purchase.
When a caller requests a listing for the specific name of a business and the requested business has not purchased a Requested Listing Ad, an Alternative Ad for a similar type of business may be played. The phone number is provided for whichever business the caller selects. The benefit is that you can suggest your product/service as an alternative when the caller is looking for a telephone number and specific business with the same type or category as yours.
Alternative Scenario - Example: A caller requests directory assistance for Pie Man Pizza. Pie Man has not purchased a Requested Listing Ad from AT&T however; Mama's Pizza has purchased an Alternative Ad. Before the Pie Man Pizza number is given, the caller hears an audio ad for Mama's. The caller is then given an option to receive the Mama's Pizza number or the number for Pie Man as they originally requested. The call is automatically completed for the caller if the advertiser included Call Completion as part of the ad purchase.
Requesting Listing Ad
When a caller requests your company's listing, your ad plays before the number is given. This type of ad is most useful for offering promotions aimed at encouraging the caller to purchase your products and services or to purchase more than the caller was originally planning to purchase. You can offer the caller an additional up-sell opportunity, and with call completion, you are more likely to convert that call into a sale.
A Requested Listing Ad will also block other advertisers' competitive Alternative Ads from playing.
|Requested Listing Ad - Example:
A caller requests directory assistance for Pie Man Pizza. Pie Man has purchased a Requested Listing Ad offering customers a special offer for free breadsticks with the purchase of 2 large pizzas. Since Pie Man had purchased a Requested Listing Ad, an Alternative Ad for a similar type of business cannot be played.
Note: Names used are fictitious and for illustration purposes only.