Telmetrics Advises European Local Search Publishers to Adopt Cross-Media Advertising Attribution Strategies for Revenue Gains

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President Bill Dinan Counsels EASDP Congress on Online-Offline Attribution and Mobile Monetization

Telmetrics
“In attribution, all responses including calls, direction look-ups or in-person visits, should be tracked and combined with other metrics for a more holistic view of ad performance...," said Bill Dinan, president, Telmetrics.

Addressing European leaders of the search and directory publishing industry at the European Association of Search and Database Publishing (EASDP) Congress last week, Telmetrics President Bill Dinan encouraged publishers and agencies to adopt cross-media attribution strategies to ensure they receive revenue credit for all leads their programs generate for advertisers. With today’s myriad of ad properties spread across converging media channels, consumers are commonly interacting with 2-3 resources before making a purchase. As a result, capturing leads generated online but resulting in calls or other offline transactions is key to understanding comprehensive lead generation performance across digital, mobile and traditional media channels.

“Local merchants recognize calls as a valued offline response metric for measuring lead quality and determining ready-to-buy consumer activity,” said Dinan. “In attribution, all responses including calls, direction look-ups or in-person visits, should be tracked and combined with other metrics for a more holistic view of ad performance and to allow publishers to monetize all leads their programs are generating.”

Dinan also discussed the growing role of mobile and the monetization opportunities for publishers and agencies, including the importance of incorporating mobile-specific metrics, e.g., calls, map views, driving directions downloads, QR codes, to gain proper attribution.

“Mobile is the action medium and based on results from our recent xAd-Telmetrics Mobile Path to Purchase Study, local contact information is critical to mobile ads - up to 73 percent of mobile users look for a business phone number and up to 84 percent look up the location or directions,” added Dinan. “Publishers and advertisers must tap into strong mobile user conversion behavior as 87 percent of mobile consumers are looking to make a purchase within the day.”

Telmetrics’ call measurement solutions 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. Using call tracking numbers to measure the ad-driven calls across all media channels reveals what type of caller activity and leads an ad program delivers and can be used to optimize the program for higher quality lead generation.

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, enable marketers to evaluate consumer phone response to ads by providing valuable ad feedback and consumer call intelligence. 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
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