Toronto, ON, December 16, 2009 – As advertisers have continued interest in using performance-based advertising, Telmetrics, the leading provider of advertising call measurement solutions, expects that pay per call ad models will have explosive growth in 2010.
Top pay per call trends in 2010 include:
1) Agencies buy ads and bill per call: With so many different media options available, advertisers are challenging agency media plans and demanding more pay for performance ad models. In 2010, agencies will buy ads via subscription and bill back to customers on a pay per call basis.
2) Online media continue to adopt pay per call: Recognizing that calls are a cross media metric and a metric that small advertisers quickly understand, digital players will continue to add pay per call to complement existing pay per click campaigns.
3) Quality of calls closely evaluated: As pay per call moves from infancy to mainstream, advertisers will want a more clear definition of call quality. Publishers and agencies will have to carefully consider what defines a billable call, evaluating call duration by media type and category and looking at repeat callers over variable time intervals. Also, there will be a continued emphasis on call recordings for assessing leads.
4) No shift to pay per conversion: Pay per conversion – in which advertisers only pay for advertising if a sale is completed – will not take off this year. While calls make it easier to track conversions, the model presents too much risk for publishers and agencies as it relies on advertisers to convert calls to sales after the lead has been delivered.
“We see major growth for the pay per call model in 2010 because it offers important campaign performance visibility and gives advertising brokers – publishers, agencies, SEM resellers and others – another opportunity to monetize the leads their medium delivers,” said Bill Dinan, president, Telmetrics. “Also, pay per call presents a good way to ease smaller advertisers into digital media offering qualified and high-value phone leads with very little risk.”
About Telmetrics, Inc.
Since 1990, media 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 traditional and digital mediums; while providing marketers with a more complete ROI picture across converging media. For more information, visit www.telmetrics.com.
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