Posts Tagged ‘Telmetrics’

Telmetrics: Pay for Performance Advertising Shows Dramatic Growth

Tuesday, August 11, 2009

I invited Bill Dinan, president of Telmetrics Inc., to author a guest blog today about the growth of pay for performance advertising:

This year we have seen explosive growth in the number of pay per call programs we are tracking and noted three driving trends in a press release last week. While the increase is from both print and online worlds, the most dramatic growth is with Yellow Pages.

Yellow Pages embraced call tracking and the importance of performance early on. But in today’s economic environment, advertisers are demanding even greater performance visibility. Enter pay per call. The growth we are seeing echoes what AT&T’s Frank Jules and The Berry Company’s Scott Pomeroy shared in the recent Simba webinar on the state of the yellow pages – pay per call is on the rise.

Yellow Pages usage is not dead, as many would like to report, and pay per call growth, especially among heading strongholds like “Attorneys” and “Dentists” is proof. These advertisers value the high-quality leads that Yellow Pages deliver and are happy to pay for calls.

To help publishers more easily monetize this growing trend, we have added new pay per call features – a billing ceiling rollover which can cap advertising spend and bank unused funds to ensure the full cost of the ad.

Stay tuned – we expect pay per call to continue as a high-growth revenue reality.

August 11, 2009 | Leave a Comment
Tags: , , , , , , , ,

Telmetrics: Print Advertising Drives Online Leads

Thursday, May 28, 2009

I asked Bill Dinan, president of Telmetrics, to write our very first member blog for InsideYP on what we all know is an important topic – ROI. Telmetrics recently released some interesting data on lead generation from print Yellow Pages, and Sebastien Provencher, Greg Sterling, and Kelsey Group have had it on their radar screens.

So, here’s what Bill had to say:

Today’s volatile economic climate and the proliferation of media have put marketing budgets under intense scrutiny – making tracking advertising ROI and results a number one priority for marketers.

As a result, performance measurement tools are in greater demand. Advertisers have found transparent measurement tools with Yellow Pages – namely call and URL measurement. Tracking Yellow Pages lead generation through unique phone numbers and URLs (used only in those ads) proves the consumers that the medium delivers to advertisers.

From a data review of 1,200 Yellow Pages ads running November 2008 to April 2009 with unique phone numbers and URLs, we know that print advertising drives calls and clicks. In fact, tracking unique URL activity in addition to call measurement shows a 78 percent increase in the overall leads driven by print Yellow Pages.

Without tracking unique URL activity, Web traffic leads could be attributed to another medium – highlighting the importance of transparent ad measurement. This type of value isn’t offered by any other advertising medium today and continues to be a key differentiator and value proposition for the Yellow Pages industry.

Our opinion? Over the years, many have tried to position print Yellow Pages as a gateway to additional information. This study from Telmetrics quantifies and proves that a substantial number of leads that have heretofore been attributed to the internet are in fact a direct result of print Yellow Pages advertising. These data will go a long way in proving the value of our medium to both existing and perspective customers.

May 28, 2009 | Leave a Comment
Tags: , , , , , , , ,