SOURCE: Telmetrics

August 04, 2009 08:30 ET

Pay for Performance Advertising Shows Dramatic Growth as Local Search Marketers Deal With Economy's Reduced Budgets

Three Key Trends Driving Increased Use of Pay per Call Advertising

TORONTO--(Marketwire - August 4, 2009) - Telmetrics, the leading provider of advertising call measurement solutions, today announced explosive growth in customers' local search pay per call advertising programs in the last six months. Monitoring three times the number of pay per call programs from January 2009 to June 2009, Telmetrics cites three trends driving the growth: traditional media eager to prove value, the heightened need for advertisers to track conversions and online advertisers' needs for simple, quantifiable results.

Advertisers in the Attorneys, Credit & Debt Counseling and Dentists categories demonstrated the highest growth of pay per call adoption.

"Marketers in today's challenging advertising environment -- regardless of size -- are demanding performance metrics from their advertising partners," said Bill Dinan, president of Telmetrics. "Advertisers want accountability for their reduced budgets while providers want new sources of revenue. The pay for performance model, specifically pay per call, delivers both."

Key trends driving the growth of pay per call advertising across all media include:

1. Traditional Media Proving Value: Traditional media has been forced to adopt pay for performance models, such as pay per call, to compete with online, click-driven models. With the challenging economy, advertisers are more comfortable and willing to spend their limited budgets on advertising programs where they pay only for results generated.

2. Trackable Conversions Key for Monetizing Leads: Performance-driven programs are becoming more closely linked with conversions as today's advertisers want to know how many leads turn into sales. Tracking conversions on phone leads linked to demographic and contact information is easily done and advertisers are willing to pay more for these leads -- presenting an incremental revenue opportunity for advertising providers.

3. Online Advertisers Demand Holistic View of Results: Small and medium-sized businesses that have made the foray into local search engine marketing are looking for online advertising programs that offer results-driven and easily quantifiable solutions. As the value of a click remains abstract for this audience, trackable phone calls and emails are a critical asset that advertisers easily understand and assign value.

"Looking ahead, we expect to see continued growth in advertising accountability across all media. Advertising providers recognize the power of the performance-based model as it adds transparency to a traditional subscription-based advertising program and provides new monetization opportunities," added Dinan.

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 across print, Internet and search engine marketing platforms; while providing marketers with a more complete ROI picture across converging media. For more information, visit www.telmetrics.com.

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