TORONTO, May 5, 2009 – Leading call measurement provider Telmetrics brought together national advertisers from a cross section of consumer-driven industries to discuss the value of performance-based advertising at the Yellow Pages Association Annual Conference and Exhibition in San Diego last week. With the number of local search advertising options on the rise and the value of marketing dollars under increased scrutiny, the focus on performance-based media is intensifying.
Panelists discussed call tracking benefits including visibility into which ads are driving leads and the ability to quickly test the impact of new media options. The ad measurement data allows marketers to optimize their creative campaigns and market coverage and make more informed decisions about all direct response advertising spending.
Moderated by Charles Laughlin, Senior Vice President, The Kelsey Group, national advertiser panelists included: Chris Borrink, Director of Product Development, Allied and North American Van Lines; Pat Vihtelic, Marketing Manager, Progressive Insurance; John Vitagliano, Vice President of Marketing, Meineke Car Care Centers, Inc.; Elizabeth Young, Director of Marketing and Customer Satisfaction, ARS/Rescue Rooter, along with Telmetrics Senior Vice President Michael Strait.
“The appetite for ad measurement and marketing accountability in local search is strong, and advertisers see value in knowing how many calls an ad generated and the demographic information associated with those numbers,” said Bill Dinan, president of Telmetrics. “It is all about conversions. Tying advertising performance to revenue is essential in today’s economic environment.”
Recognizing the impact call measurement has had on the yellow pages industry – helping advertisers prove return on investment, the Yellow Pages Association named Telmetrics Supplier of the Year at the conference’s Industry Excellence Awards Gala. Telmetrics, who also won a silver award for Marketing Innovation, dominates the yellow pages market serving 85 percent of the publishers and national advertisers in the space.
About Telmetrics, Inc.
Since 1990, Yellow Pages publishers, agencies and marketers have relied on Telmetrics to provide innovative call tracking solutions to help maximize the effectiveness of their marketing programs and increase revenues. Telmetrics offers the widest North American local number coverage with unmatched industry experience and quality of service, and scalable pay per call and subscription-based solutions to support enterprise-level measurement programs. Integrated reporting across online and offline channels provides publishers with the tools they need to prove value for Print, Internet Yellow Pages and local search; while providing marketers with a more complete ROI picture across converging media. For more information, visit www.telmetrics.com.
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