"Marketers need to ensure offline engagement points are featured in mobile ads to help drive consumer action," said Bill Dinan, president of Telmetrics.
Toronto (PRWEB) August 05, 2014
Mobile plays a pivotal role in consumers’ purchase processes and often coincides with measurable offline actions. Leading call measurement technology company Telmetrics recently moderated a Mobile Media Summit Chicago panel of digital agency leaders for a powerful discussion on the evolving mobile path to purchase, including a focus on how mobile drives offline purchase activities such as calls and in-store visits.
“More than 60 percent of consumers’ mobile-based research leads to offline purchases, so advertising providers are using offline data – both calls and in-store visits – to better inform their mobile ad programs,” said Bill Dinan, president of Telmetrics. “Calls and other offline metrics can help advertisers and ad providers measure campaign success by bridging the gap between mobile engagement and ultimate purchase activity.”
The digital agencies represented on the panel included SMG PM, YP, Digitas LBi, Razorfish and Leo Burnett. Some of the topics addressed included the role calls play in mobile ad performance models. Like in-store visits, calls are a tangible indicator of whether a campaign moved the needle with individual consumers.
Also discussed during the panel, according to the 2014 xAd/Telmetrics Mobile Path-to-Purchase Study, contact and location information are top priorities for mobile shoppers. Up to 53 percent of mobile shoppers ultimately called the business they researched and nearly 60 percent of post-click respondents preferred ads with direct phone numbers. Additionally, 52 percent of mobile shoppers reported visiting a physical store and more than half of said location is an important ad relevancy factor—a 44 percent increase over the last two years.
“As location is a key relevancy factor that can increase mobile ad engagement, marketers need to ensure offline engagement points – whether store locators, map downloads or phone numbers – are featured in the ad to help drive consumer action,” added Dinan.
About Telmetrics, Inc.
Telmetrics is a leading call measurement technology company that powers digital marketers’ use of calls as a cross-media advertising performance metric. For nearly 25 years, Telmetrics has delivered scalable and quality call measurement innovations that reveal the lead generation impact of direct response ad programs. As a proven global technology partner, Telmetrics helps media publishers, agencies and the leading brands in local, mobile and vertical search leverage calls for millions of SMB and national franchises' ad performance and monetization models. For more information, please visit http://www.Telmetrics.com.
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