Twitter has started a trial of Click to Call by allowing advertisers to include this feature in their sponsored tweets.

This option will enable consumers to speak directly to the brand, and will be “particularly appealing to direct response advertisers looking to generate leads, drive app downloads, collect consumers’ email addresses and induce incoming calls from customers,” according to Richard Alfonsi, Twitter’s VP of global online sales. more»

Google recently announced that it was launching its Call Metrics service in the UK.

This service is a very clever way of providing additional analytics so that advertisers can measure the effectiveness of their ads that include phone numbers as a call to action. more»