Lead Generation Value of Traditional Media Greater Than Common Perception
/TORONTO, ON/ Proving that traditional media drives online leads, Telmetrics, the leading provider of advertising call measurement solutions, today released data demonstrating that many Yellow Pages users visit a business’s Web site after reviewing their print ad.
Since launching a pilot program to test the use of unique URLs in print advertising campaigns in 2008, Telmetrics measured consumer Web activity generated by more than 1,200 print Yellow Pages ads from November 2008 through April 2009. Each ad included both a unique URL and phone number.
- On average, URL visits represented 44 percent of leads, while call traffic generated 56 percent of leads.
- Tracking unique URL activity in addition to call measurement shows a 78 percent increase in the overall leads driven by print Yellow Pages.
- Select categories including Automobile Dealers and Florists, demonstrated significantly higher volumes of Web activity. Ads for Automobile Dealers resulted in 184 percent more clicks than calls, while Florists generated 126 percent more clicks.
“Evaluating the impact that print advertising has on Web activity is critical. Without tracking unique URL traffic, Yellow Pages advertisers would not know the total number of leads the print product is driving, as those touch points could be attributed to online ad channels,” said Bill Dinan, president, Telmetrics. “Our URL tracking data confirms that traditional media complements the digital media mix and echoes consumers’ use of multiple media and platforms in their purchasing decisions.”
During the timing evaluated, the ads that used unique URLs (for example: florists2.com) were more often visited than client-specific domains with URL extensions (for example: publisher.com/florists).
Telmetrics created the URL tracking solution, which provides integrated lead reporting, to aid Yellow Pages publishers’ efforts in proving the value of the print medium. Telmetrics is able to record call and URL activity as each ad includes a unique phone number and URL only attributable to that advertisement.
About Telmetrics, Inc.
Since 1990, media publishers, agencies and marketers have relied on Telmetrics to provide innovative call tracking and optimization 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 offering marketers a more complete ROI picture across converging media.
For more information, visit telmetrics.com.
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Young & Associates