Telmetrics Says Calls are a Must-Have Mobile Ad Performance Metric
Toronto and Chicago (PRWEB) July 30, 2013 -- Speaking at today’s Mobile Media Summit in Chicago and the recent OMMA Data-Driven Marketing event in Los Angeles, Bill Dinan, president of leading call measurement provider Telmetrics, addressed the role calls play in mobile marketing, saying that measuring calls as a secondary action is essential to truly monetizing mobile.
With as many as 60 percent of all mobile local searches, depending on the category, leading to consumer action within the day, mobile consumers are ready to connect. As calls are the de facto consumer response for smartphones, it is key to measure the mobile ad call-through rate where the entire call session – and the associated insights – are captured, rather than simply tracking click-to-call events.
“Today, too few mobile ad programs monetize calls. Just tracking clicks on a phone number call button means advertisers miss out on key call-through data like call connection status and call durations,” said Dinan. “In five years, however, I believe the ad’s call-through rate and related insights will be a metric that mobile marketers demand to realize greater monetization opportunities.”
Dinan is moderating the Mobile Media Summit panel, “Screen Envy – How to Make It Easy in a ‘Multiscreen World’,” in Chicago today and addressed similar insights as part of the “Quality and Value In Offline and Online Data” panel at the OMMA Data Driven Marketing event.
The discussions also included insights from the ongoing xAd-Telmetrics Mobile Path-to-Purchase Study, including:
• 46 percent of mobile consumers use mobile exclusively to make their purchase decisions;
• 55 percent of mobile consumers ultimately convert and more than half don’t have a specific brand in mind when searching; and
• Local relevancy is the top reason for mobile ad engagement.
About Telmetrics, Inc.
For more than 20 years, Telmetrics has been the call measurement industry leader. Telmetrics’ call tracking solutions, which are available in North America and across Europe, track the lead generation quality of local search advertising and pay per call programs for the leading brands in local search. This includes both publishers and agencies that serve millions of SMBs and national franchise locations across North America and Europe. 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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Meggan Manson, Young & Associates, 301-371-6995, [email protected]
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