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????投放了移動(dòng)廣告的公司發(fā)現(xiàn)了一個(gè)不同尋常的全新促銷(xiāo)秘訣：通過(guò)智能手機(jī)廣告，讓消費(fèi)者直接點(diǎn)擊廣告撥打電話(huà)給賣(mài)家,。

????毫無(wú)疑問(wèn),，移動(dòng)業(yè)務(wù)已經(jīng)成了廣告業(yè)最熱門(mén)的領(lǐng)域之一。據(jù)研究機(jī)構(gòu)尼爾森公司（Nielsen）的統(tǒng)計(jì),，在過(guò)去兩年里,，美國(guó)的智能手機(jī)用戶(hù)已經(jīng)增加了一倍多.2011年，美國(guó)的智能手機(jī)用戶(hù)已占到所有手機(jī)用戶(hù)的44%,。這些高級(jí)手機(jī)設(shè)備帶動(dòng)了數(shù)據(jù)消費(fèi)的飆升,。據(jù)谷歌（Google）公司稱(chēng)，在美國(guó)，69%的智能手機(jī)用戶(hù)每天都會(huì)使用智能手機(jī)上網(wǎng),。美國(guó)的數(shù)據(jù)流量在2011年上升了89%,。另?yè)?jù)數(shù)字營(yíng)銷(xiāo)公司eMarketer的數(shù)據(jù)，到2012年末,，美國(guó)的移動(dòng)廣告消費(fèi)有望從2011年的14.5億美元上升到26.1億美元,。

????移動(dòng)廣告消費(fèi)的增長(zhǎng)也催生了一場(chǎng)激烈的競(jìng)賽。目前,，谷歌在這場(chǎng)競(jìng)賽中暫時(shí)領(lǐng)先,，這要?dú)w功于谷歌強(qiáng)大的搜索功能和海量的安卓（Android）設(shè)備。2010年,，谷歌出價(jià)7.5億美元,，擊敗了蘋(píng)果公司（Apple），成功收購(gòu)移動(dòng)廣告公司AdMob,。同年,，蘋(píng)果也推出了自己的iAd網(wǎng)絡(luò)。iAd可允許廣告商在iOS系統(tǒng)的應(yīng)用程序中植入豐富的多媒體廣告,，包括視頻和動(dòng)畫(huà)等,。由于蘋(píng)果的移動(dòng)廣告業(yè)務(wù)并不火爆，該公司最近聘用了Adobe公司的前高管托德?泰雷西來(lái)對(duì)iAd進(jìn)行改組,。連Facebook也想在這場(chǎng)廣告大戰(zhàn)中分一杯羹,。Facebook在近日提交的IPO文件中暗示自己也有進(jìn)軍移動(dòng)廣告業(yè)務(wù)的計(jì)劃。

????早期的移動(dòng)營(yíng)銷(xiāo)人員感到意外的是,，最近移動(dòng)廣告領(lǐng)域流行的并不是某種花哨的新廣告形式,，而是讓用戶(hù)打電話(huà)。谷歌目前在移動(dòng)廣告領(lǐng)域處于主宰地位,。去年,，谷歌獨(dú)占美國(guó)移動(dòng)廣告收入的半數(shù)以上，鯨吞了移動(dòng)搜索廣告市場(chǎng)的95%和移動(dòng)顯示廣告市場(chǎng)的25%,。2010年,，谷歌推出了一種廣告，用戶(hù)只需在廣告上輕輕一點(diǎn)就可快速撥打電話(huà)?，F(xiàn)在,，谷歌的廣告每月可吸引用戶(hù)撥打超過(guò)1,000萬(wàn)個(gè)電話(huà)。

????有些公司長(zhǎng)期以來(lái)一直非常依賴(lài)電話(huà)銷(xiāo)售開(kāi)展新業(yè)務(wù),，他們非常歡迎這種廣告形式,。以舊金山的Esurance在線汽車(chē)保險(xiǎn)公司為例，該公司表示它投放的點(diǎn)擊撥打電話(huà)廣告使該公司營(yíng)銷(xiāo)活動(dòng)的功效提高了25%左右,。盡管不愿披露更多細(xì)節(jié),，但該公司還是透露,，與普通的咨詢(xún)電話(huà)相比，來(lái)自這些廣告的電話(huà)更容易促成銷(xiāo)售,。Esurance公司在線營(yíng)銷(xiāo)主任托麗西婭?科恩威貝爾稱(chēng)：“很多人希望通過(guò)打電話(huà)完成最終的交易,。”

????Companies diving into mobile advertising have found success getting consumers to do something unusual with their smartphones: make calls.

????It's no surprise that the mobile space has become one of the hottest areas in advertising. According to research firm Nielsen, smartphone ownership in the U.S. has more than doubled in the past two years, climbing to 44% of mobile users in 2011. Sophisticated handsets have created a surge in data consumption as well. According to Google (GOOG), 69% of American smartphone users access the Internet every day. Data usage in the U.S. was up 89% in 2011. By the end of 2012, U.S. mobile ad spending is expected to reach $2.61 billion -- up from $1.45 billion in 2011 -- according to digital marketing firm eMarketer.

????That growth has created a heated race. Google leads thanks to its powerful search franchise and its Android devices. The company beat out Apple in a deal to acquire AdMob in 2010 for $750 million. That same year, Apple (AAPL) launched its iAd network, which allows advertisers to place rich media ads that include video and animations in iOS apps. While the mobile advertising business has had muted results so far, the company recently hired former Adobe (ADBE) executive Todd Teresi in an effort to revamp it. Even Facebook is looking to get a piece of the pie. The popular social network recently hinted to moving into the mobile ad space in the IPO it filed last week.

????So it may seem odd that what has taken centerstage for early mobile marketers is not a new breed of flashy advertisement but something rather more analog, making calls. Google is dominant in mobile advertising. Last year, the Internet search leader occupied more than half of U.S. mobile ad revenues, accounting for some 95% of the mobile search ad market and 25% of the mobile display market last year. In 2010, the company enabled ads that could be tapped to make a call, speed dial in disguise. Now, Google ads generate more than 10 million calls a month.

????Naturally, the approach has proved popular with firms that have long relied on call centers to generate new business. Take Esurance, the San Francisco-based auto insurance firm that provides services online. The company says that click-to-call ads have improved the efficacy of its marketing campaign some 25%. While it won't release specifics, it says calls coming from such ads were more likely to result in sales than typical phone inquiries. "So many people want their final transactions to be over the phone," says Esurance Director of Online Marketing Tolithia Kornweibel.