AT&T tests ad-sponsored directory assistance

AT&T is testing an ad-supported directory assistance service that gives callers free access to the phone numbers of specific businesses or listings by type of business, the company said today.

The new directory assistance service is in a controlled trial in Bakersfield, Calif.; Oklahoma City, Okla.; and Columbus, Ohio, AT&T announced.
Callers dial 1-800-YellowPages to get the information and will hear short audio advertisements related to their request either before hearing the requested number or before their call is connected to the requested location.

The new service also represents new advertising options for AT&T Yellow Pages customers. Businesses can buy audio ads that will promote special offers or options to customers who request their specific number, or can buy ads that play when listings for their category of business is requested. Advertisers can also buy “sponsorship” ads, which run on a general basis and tell the caller that the service is being sponsored by a specific business.

“Increasingly, our customers are calling directory assistance when they don’t have a phone book handy or can’t jump online,” said David Huntley, senior vice president of AT&T Diversified Businesses, in a published statement. “We’re developing AT&T 1-800-YellowPages to be the consumer’s audio Yellow Pages that gives them free access to local and nationwide business listing information from any phone, 24/7. At the same time, we want to help businesses reach consumers at a key moment — when consumers are in need of a service and are ready to make a purchasing decision. This trial period will allow us to later roll out a service that best meets our consumer and business customer needs.”