Call Measurement on the Rise Among Digital Advertising Providers, Says Telmetrics

Las Vegas, April 19, 2011 – Demonstrating digital advertising providers’ shift to more call-based performance models, Telmetrics, the leading provider of advertising call measurement solutions, today announced a nearly 30 percent increase in the use of its digital call measurement programs from Q1 2010 to Q1 2011. In addition, call durations, a lead quality indicator, for calls placed from digital ads are increasing.

From 2009 to 2011, the average call duration for Internet Yellow Pages increased 62 percent to 2.1 mins/call and SEM increased 39 percent to 1.8 minutes/call. The average duration for calls placed from Mobile ads is 3.7 minutes/call.

Telmetrics included these statistics as part of its “Call-Based Performance Measurement, What’s Next” session in front of local search stakeholders at the 2011 Local Search Association Annual Conference in Las Vegas. Digital players are utilizing call measurement as a way to both prove performance of their ad programs and get the attribution model right.

“We’ve known for a long time that call-based performance complements click metrics, but last year was a milestone year for call measurement as even the click titans began pursuing call-based programs to help monetize the offline leads they deliver to advertisers,” said Bill Dinan, president, Telmetrics. “We expect adoption by digital providers to continue as they take advantage of newer call tracking innovations, including dynamic number insertion and speech-to-text solutions, to prove performance, gain attribution, validate distribution strategies and retain advertisers.”

Telmetrics’ call measurement solutions track the lead generation quality of local search advertising for hundreds of thousands of SMBs and national franchise locations.

About Telmetrics, Inc.
Since 1990, media publishers, agencies and marketers have relied on Telmetrics to provide innovative call tracking and optimization 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 traditional and digital mediums; while offering marketers a more complete ROI picture across converging media. For more information, visit

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