“To further capitalize on the mobile opportunity, we’re seeing a jump in marketers using key mobile performance metrics such as calls, which consistently reflect high quality, ready-to-buy leads," said Bill Dinan, president, Telmetrics.
TORONTO (PRWEB) January 08, 2013
With BIA Kelsey predicting that locally targeted mobile ads will represent 70 percent of overall U.S. mobile ad spending by 2015, Bill Dinan, president of advertising call measurement solutions leader Telmetrics, expects that publishers, agencies and companies will increasingly tailor their mobile ad strategies for greater monetization opportunities in 2013. To harness this monetization, he also sees wider adoption of mobile call measurement and other key mobile ad performance metrics like map views, directions lookups and reservation bookings.
“While advertisers were more engaged in mobile in 2012, their mobile investments were still lagging. With eMarketer predicting U.S. mobile ad spending to reach $7.19 billion in 2013, we expect to see this gap start narrowing as marketers tailor their mobile ad programs for more targeted results and higher ROI,” said Dinan. “To further capitalize on the mobile opportunity, we’re seeing a jump in marketers using key mobile performance metrics such as calls, which consistently reflect high quality, ready-to-buy leads. By tracking actual calls, rather than phone number clicks, marketers can confirm that each call happened and learn the specific details of each interaction.”
Following are three additional key insights from Dinan regarding mobile advertising trends in 2013:
1) More Localized Mobile Display Ads – With the recent xAd-Telmetrics Mobile Path to Purchase Study indicating that local business information and deals are critical factors in consumers’ mobile buying decisions, Dinan expects marketers to prioritize and more widely incorporate local information into their mobile ad strategies. This means including phone number, address, driving directions links and specific local offers or coupons within mobile ads. Also with more sophisticated location-targeting technology available and the Study showing that nearly half of consumers click on ads that focus on their needs, he anticipates greater adoption of mobile display advertising as a preferred ad format.
2) Rise of Device-Specific Ad Strategies – While mobile users represent a ready-to-buy audience with an average 60 percent overall conversion rate across categories, mobile usage patterns cannot be viewed homogenously. Dinan stresses that mobile ad strategies will evolve in 2013 to more widely incorporate device-specific usage nuances including smartphone users’ propensity to search on the go for immediate needs versus tablet users’ greater focus on researching price comparisons and reviews while at home.
3) Shift to Driving Mobile Website Traffic – As more companies look to optimize their websites for mobile consumption, Dinan emphasizes that marketers need to also devise strategies for driving more traffic to their websites. These new strategies will need to reflect the increasing number of mobile consumers who are largely accessing comparison, local directory and branded mobile websites and apps directly, rather than completing search engine based queries to find businesses.
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, 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. 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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