Aruba Tourism Tries Mobile Click-to-Call

NEW YORK The Aruba Tourism Board is experimenting with click-to-call technology as part of a mobile advertising campaign.

The push, running on The Weather Channel Interactive, lets users receiving weather information on their phones to initiate a call by clicking on a banner ad. The user is then transferred to an information page that includes an option to place a toll-free call to the tourism board’s information center.

Atlanta-based Fitzgerald + Co., part of the Interpublic Group, developed the campaign, which uses mobile technology from Third Screen Media.

Click-to-call technology is becoming more common online, particularly on search engines, which see an opportunity to provide advertiser leads in the form of phone calls. Google has experimented with a clickable call feature, and startups like eStara have partnered with and Amazon’s A9 search engine.