SOURCE: Telmetrics


December 16, 2009 07:30 ET

Top Trends Show Pay per Call Will Grow Significantly in 2010 According to Telmetrics

Advertisers Increasingly Interested in Using Calls as Performance Metric Across Traditional and Digital Media

TORONTO--(Marketwire - 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

Contact Information

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