TORONTO and NEW YORK, September 15, 2011 – Speaking on a Search Marketing Expo – SMX East 2011 mobile search ads panel today, Telmetrics addressed the role of call tracking in helping prove and validate mobile ad performance. Bill Dinan, president of leading call measurement provider Telmetrics, joined mobile thought leaders from Google, Microsoft and mobile ad network xAD, in a panel discussion about mobile advertising’s rapid adoption among businesses and how search marketers can fully leverage mobile paid search opportunities and performance measurement.
Consumers’ dramatic mobile device adoption has changed the local search landscape and paved the way for tremendous mobile ad opportunities. And, with mobile devices offering consumers the ability to immediately contact a business, calls are a key mobile performance metric. In fact, Telmetrics saw more than 400 percent growth in its mobile call measurement business over the first half of 2011.
“Advertisers and search marketers are looking for tangible results when evaluating their mobile ad performance such as phone calls, QR codes, map views and directions downloads, as these concrete elements indicate a consumer’s progress in the purchase cycle,” said Bill Dinan, president, Telmetrics. “While mobile call tracking began as click to call, it has evolved to leverage traditional call tracking solutions that deliver rich call details that convey the quality of the lead. Advertisers want to know more about mobile consumers as they are typically closer to the point of purchase.”
Dinan also shared best practices for gathering actionable mobile call performance data via specific mobile call metrics, including call duration and status (completed or missed), caller demographics, call recordings, and unique vs. repeat callers. He added that calls placed to a business from mobile devices are typically longer than those placed via other local search ad media, thus offering businesses further opportunity to close a sale.
Dinan is also delivering a featured address on a Performance Media SuperForum at BIA/Kelsey’s Directional Media Strategies 2011/The Summit for Small Business Advertising Solutions on Tuesday, Sept. 20, in Denver, Colo.
About Telmetrics, Inc.
For more than 20 years, Telmetrics has been a Call Measurement industry leader. Telmetrics’ call tracking solutions enable marketers to evaluate consumer phone response to ads by providing valuable ad feedback and consumer call intelligence. With greater visibility into advertising performance across all media channels—digital, mobile, print and more—media publishers, agencies and advertisers can optimize the media mix for higher quality lead generation, resulting in increased revenues and a more complete picture of ROI across converging media. For more information, visit Telmetrics.com.
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