CallinSearch has two components: a data base that associates URLs with Click-to-Call links, RSS feeds and video/audio streaming content and location data: and plugins that allow searchers to link to those files and feeds from within search engines results. Here's how it works. Go here http://www.callinsearch.com/uk/cis_download.asp and download a plugin. Restart your browser and search for a few sample terms. You can use either IE, Flock or FF. Search works in Google, Yahoo and MSN. Try these: "joel software" and you'll be able to read a Grazr version of his blog. "firesigntheatre" and listen to their podcasts "cjpx" and listen to a Montreal radio station "phoneranger" click the red button ; you'll be asked to install a onetime ActiveX program that connects to our phone. We can also link to LivePerson, SIP, Skype, etc. CiS is now building a data base of blogs, podcasts, videos and streaming radio content to attract consumer interest in our plugin. We think the CiS plugin is the easiest way for consumers to discover and sample RSS feeds for blogs and podcasts. Likewise it's a great way for streamng radio stations to get discovered through search. CiS helps marketers by juicing up plain old organic SERPs with rich media advertising. As you know, SEM is getting harder - organic results are gamed by SEOs and made-for-Adsense sites. Adwords/Overture paid ads are less cost-effective than they were just a few months ago. And even if a searcher gets to the correct landing page, he is often lost or frustrated trying to figure out what a company actually does or a way to get a question answered by a sales or service person. With CiS, advertisers can serve their own ads relating to one or more URLs...for free. For example, Ford could position a corporate ad at ford.com or a product video at mustang.ford.com or a B2B message at supplier.ford.com. They can use RSS to manage time-sensitive messages. Click to call or click to chat functionality can be added at the advertiser's discretion without major reworking of their webpages. Although the message can be narrowly targeted and relevant, the costs are tiny compared to a traditional offline or online marketing campaigns.