AOL Display: Excellent - Premium Position, Professional Display
AOL AD Distribution: Very low - 1 ad per category will display for user query. Broad categories are mapped to keyword queries.
Tracking: Very good interface
Landing Page: Very good - Map, Coupon, descriptions, etc.
Ad setup process: Good and getting better
Bid process: Intuitive but restrictive due to category (not keyword) distribution
Bid Levels: Some really nice opportunities exist for early movers
Whats next: More categories, more ads to display, and more distribution partners
In the interim: A great time to get used to the product. Not much risk when you are only paying for a call. Volume will increase as more distribution is signed on, more categories are created and more ads display per result set or at minimum a link to more call ads is created on serp.
If you are looking for the next sure bet for lead acquisition, this isn't it right now. If you believe in the potential for call and utilize a diverse set of internet search inventories and compensation models, than now is the time to set up an ad and begin to think about the processes associated with using call within your marketing mix.
Ingenio will continue to improve and other call providers are up and coming. It is nice to understand new inventory, even in its infancy so that you can be a master when others decide to jump aboard.