Local mobile pay-per-call advertising has kicked into high gear in 2012 — in fact, we recently reported 30 times the number of mobile pay-per-call ads in Q1 2012, when compared to Q1 2011.

Since mobile devices are not only search tools but phones at their core, mobile pay per call is a natural ad model for businesses aiming to capitalize on ever-expanding consumer mobile usage.

While national ad programs formerly comprised the majority of pay-per-call ads, SMB campaigns have taken a huge leap as local ad programs now represent 62 percent of pay-per-call ads.

Much of this growth can be attributed to advertising providers effectively selling pay-per-call programs to, and generating results for, SMBs, and, in turn, SMBs embracing the overall value of mobile and tracking calls as a key performance metric. Mobile represents the ultimate medium for enabling SMBs to truly understand how buyers are connecting with them.

How Pay-Per-Call Can Be Valuable To SMBs

There is now an opportunity to harness the intersection of more explosive consumer mobile adoption and the recent upswing in SMB mobile pay-per-call. In the spirit of National Small Business month, here are three tips for SMBs around maximizing the value of pay-per-call.

1) Tap Into Mobile Call Value

Call durations are a reliable indicator of lead quality, as longer calls typically indicate a move toward a purchase. We’ve seen overall call durations increase by 20.1% since Q1 2011 and mobile call durations are still the longest when compared to other local search media (3.5 minutes for mobile, followed by Yellow Pages at 2.8 minutes, Internet Yellow Pages at 2.7 minutes and paid search at 2.2 minutes).

These statistics point to a larger trend — while consumers are primarily using PC-based online searches to conduct research, they are using mobile to “find” a business and initiate a purchase.

As a result, marketers should be willing to pay more for these high-quality mobile leads. And although pay-per-call is a great complement to pay-per-click ad programs, calls ultimately drive more value by providing richer data and more actionable lead generation insights, such as call times, answered call status, caller demographics and highest-performing distribution channels.

When used together, calls and clicks provide a more complete picture of an ad’s lead generation impact by tracking both online and offline purchase-related activity.

2) Evaluate Categories For Local Mobile Pay-Per-Call Success

Gone are the days of SMBs seeking high-volume, low cost leads. Today’s savvier SMBs demand  customized advertising programs that consistently deliver high-quality leads.

Marketers need to evaluate their individual type of business for mobile advertising potential and determine appropriate pay-per-call pricing. For example, according to AT&T Interactive’s Local Insights Report, categories like restaurants, automotive, movie theaters and beauty services took the top spots for mobile search. Marketers in these categories should definitely adopt pay-per-call because mobile-enabled searchers are making on-the-go buying decisions for these types of products and services.

Additionally, phone calls, as well as other secondary actions like map views and driving directions, represent a key response metric. It is key that marketers understand that calls represent leads with the potential to convert — a pay-per-call lead isn’t a guaranteed sale.

3) Adjust Benchmarks For Industry And Mobile Channel

Providers should develop billable criteria based on each SMB advertiser’s industry, and advertisers should expect them to adjust pricing to appropriate levels. The definition of quality in a call will vary across categories.

Look at what different mobile call durations mean for your business and sales process – a one-minute call to a bagel shop likely represents a higher-quality lead than a one-minute call to a real estate agent.

Also take into account that call durations are typically higher for mobile vs. other media types as mobile consumers receive limited information via their devices and often call the business to complete their research prior to booking an appointment or reservation or making a purchase.

To maximize consumer engagement with the limited mobile ad space available, include the most important consumer engagement points on the first click — phone number, hours of operation, address etc.

Additionally, determine whether you’re willing to pay for repeat callers during a specific time period — a pizzeria will likely receive repeat callers during the course of a month. Lastly, what advertisers should be willing to pay per-call should be determined based on factors including the  business model and average sales value, as well as the mobile medium’s proven ability to deliver quality leads in that category.

The key for SMBs to take their mobile marketing to the next level is understanding the value of mobile leads brought in via pay-per-call. Utilize call data to improve specific mobile ad programs and creative content, and make sure your provider understands your business model and the value of pay-per-call to your business.

/TORONTO, April 24, 2012/ Honored for its innovative contributions in advancing local search performance measurement, Telmetrics, the leading provider of advertising call measurement solutions, has won the Local Search Association’s Industry Excellence Award for “Mobile Platform or New App”. Held annually, the awards recognize local search publishers, marketers and suppliers for outstanding achievements in the local advertising business. Winners were named during an awards reception at the association’s 2012 conference, held in partnership with BIA/Kelsey, in Boca Raton, Fla.

“By unveiling mobile call tracking solution m.Call and expanding globally this past year, we are helping local search publishers and agencies take the next step in monetizing the massive mobile advertising opportunity. The rich performance data our solutions offer help advertising providers optimize cross-platform ad programs,” said Bill Dinan, president, Telmetrics. “m.Call has been a game-changer in call measurement, as it delivers rich mobile call data beyond click-to-call and without the need for call tracking phone numbers.”

m.Call allows mobile local search publishers and application developers to capture valuable call data without traditional call tracking numbers, providing a scalable and cost-effective way to measure and monetize mobile ad performance. Built exclusively for mobile app publishers, m.Call provides reporting on all calls generated by mobile search ads and mobile banner ads, without the use of call tracking phone numbers. The solution is embedded within the app via a simple plug-in. Unique tracking IDs, which are linked to advertiser phone numbers or “call” buttons within each ad, seamlessly initiate calls.

“I congratulate our Industry Excellence Award winners on championing innovative programs that have positively redefined the local search space to the benefit of our advertising clients,” said Neg Norton, president of the Local Search Association. “In today’s rapidly changing media environment, our industry is providing local businesses with the tools they need to drive the next level of their success.”

Telmetrics, which also received the Industry Excellence “Supplier of the Year” award, specializes in call measurement solutions that 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.

For more information, visit www.Telmetrics.com.

# # #

Media Contact:
Meggan Manson
Young & Associates
301-371-6995
megganm@yapr.com

Many local search advertisers today want performance based ad programs and advertising providers are happy to be able to monetize the leads they are delivering via pay-per-click, pay-per-call or via another action-based lead activity.

The good news is that the quality of local search advertising leads is on the rise, as indicated by average call durations we recently evaluated on our network.

Mobile calls generate longer call durations than any other media at an average of 3.5 minutes/call. This is followed by Internet Yellow Pages at 2.7 mins/call and paid search at 2.2 mins/call. The average call duration across media increased 20.1 percent from Q1 2011 to Q1 2012, thanks to advertising providers’ ability to refine their programs and optimize for higher quality calls.

While there is growing usage and interest in pay-per-call, advertising providers are still ironing out how they position and sell it to local advertisers unfamiliar with the model. This issue is compounded by the rise of local search advertising options, many of which rely on performance-based pricing. With BIA/Kelsey recently forecasting that mobile search will outpace desktop search in 2015, it is key for ad providers to educate advertisers on lead pricing.

Common challenges that advertising providers selling pay-per-call in local channels run into include local SMB advertiser concerns with variable advertising costs, the inaccurate perception that pay-per-call equals pay-per-conversion, advertisers’ subjective views on lead quality and the assumption that cost per call should be similar to the cost-per-click.

However, each of these concerns has a compelling counter argument that local advertisers and any one selling to local advertisers should understand.

Misconception 1: Variable Advertising Costs Will Break my Budget/the Bank

As local advertisers are most familiar with subscription or value-based advertising models, ad providers can help allay performance-based budget fears by setting monthly spending caps to ease the initial transition for advertisers. This ensures advertisers that there won’t be any big surprises on their bill.

Regardless of lead volumes the advertiser only pays for what they have budgeted. Another option is rollover pricing so any advertising lead overages can carry over to the next month.

Misconception 2: Pay-Per-Call = Pay-Per-Conversion

Many advertisers believe that pay per call equals pay per sale and incorrectly assume that they only pay for calls that result in a sale. Instead, it is important for them to understand that a billable call represents leads that have potential to convert. Pay per call advertising programs deliver quality phone leads but it is the advertiser’s role to convert the lead.

Misconception 3: Subjective Views on Lead Quality

It’s important to make sure there is agreement on the billable call criteria (e.g., call duration, hour received, contact info collected), as there can be a lot of administrative headache spent debating each resulting call. Different categories of businesses will have different billable call criteria. A one-minute call to a pizza delivery service could be a valid billable call while a one-minute call to an attorney probably is not.

Review the category-specific sales process to determine the call length deemed to be lead worthy. Also, discuss repeat callers, which varies by category. Using the example above, multiple calls to a pizza parlor in one month makes sense but probably not for an attorney.

Misconception 4: The Price of a Call = the Cost of a Click

Pay-per-call pricing isn’t the same as pay-per-click pricing. While the two approaches are complementary and can provide a more complete picture of lead generation’s impact online and offline, call data provides richer data and more actionable lead generation information.

Call data includes the demographic profile of the caller and the phone number they are calling from. This data is valuable for an ongoing marketing program and as such, calls demand a higher price.

Also the media channel should be considered when pricing calls based on the medium’s ability to deliver quality leads. Mobile callers are typically farther along in the purchase cycle so there is an opportunity to monetize mobile ad calls at a higher rate than other media. This opportunity is leading to a big jump in the number of pay per call ads being used in mobile programs. We have seen a 30x increase in mobile pay per call ads from Q1 2011 to Q1 2012.

Conclusion

The rise of mobile ad options is presenting a new opportunity for advertising providers to gain attribution and monetize mobile separate from desktop search. But before that ad providers need to ensure they educate advertisers on the key considerations in local pay per call.

/TORONTO/April 10, 2012/ Telmetrics, the leading provider of advertising call measurement solutions, today announced that it has seen pay per call adoption grow more than three times over the past year. In comparing Q1 2012 to Q1 2011, Telmetrics is tracking 348 percent more pay per call ads.

While pay per call usage is growing among all local search media channels, mobile advertisers and SMB programs are driving the increases. Mobile experienced the most dramatic growth with the number of measured mobile pay per call ads jumping more than 30 times since last year.

“Exponential increases in consumer and advertiser mobile use ignited strong pay per call growth in 2011, and we expect the momentum to continue as advertising providers recognize the revenue value of monetizing the lead traffic their programs are generating,” said Bill Dinan, president, Telmetrics. “Advertisers today have a solid understanding of mobile and the overall value of tracking calls and that is helping propel ad providers’ pay per call offerings.”

Telmetrics is also seeing call durations increase, as advertising providers continue to optimize their local search programs to generate more valuable leads and monetize those leads through pay per call. On average, call durations have increased 20.1 percent since Q1 2011. Mobile call durations are still the longest at 3.5 mins/call, followed by Yellow Pages (2.8 mins/call), Internet Yellow Pages (2.7 mins/call) and paid search (2.2 mins/call).

“Call durations are a reliable indicator of lead quality. While each category has a different average duration, longer calls typically indicate a positive propensity to make a purchase and may demand a higher price per call,” added Dinan.

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.

For more information, visit www.Telmetrics.com.

# # #

Media Contact:
Meggan Manson
Young & Associates
301-371-6995
megganm@yapr.com

In this complex world of advertising choices, it is important to know which ad programs are working. This can be challenging for franchisors driving consumer response across a network of franchisees. To address these complexities and meaningfully evaluate system-wide ad performance, many franchise companies are turning to call measurement.

Consumers like to connect with businesses by phone, and calls are the preferred response among advertisers. By assigning unique phone numbers (local or toll-free) to any direct-response media, call measurement programs track the number of calls generated by ad, media type, campaign, or market. Results include cross-media lead generation and lead quality data. Franchisors can use these actionable insights – ranging from total number of calls received (both answered and unanswered) and caller demographics to call duration and customer service performance – to maximize their marketing and advertising dollars and improve their overall advertising program to drive more qualified leads to their franchisees.

What is driving my quality phone leads?

When a franchisee receives a call, it’s often unclear how the caller originally found the business, particularly with many consumers doing online or mobile research before contacting a business offline. Call measurement tools that assign call tracking numbers to each ad or media campaign make it easy to determine where leads are coming from, e.g., mobile app or browser, paid search engine keywords, banner ads, TV commercials, Yellow Pages, direct mail, or outdoor ads.

Taking it a step further, call tracking provides visibility into call duration to determine whether inbound calls were long enough to indicate qualified leads. It also offers quality lead generation data through each caller’s name and address, which can be used for optimized remarketing or follow-up activities. Once corporate knows which ads and media types are driving the most valuable leads to individual franchisees, the franchisor can more accurately tailor media buys for maximum ROI.

Which demographic and geographic profiles are responding?

Knowing the trending locations and household demographics of callers is valuable for determining the overall reach of a franchisor’s ad program and which types of consumers are responding best to different types of ads or ad copy. Call measurement solutions can automatically collect and sort this ad performance data, which can then be used to optimize ad campaigns based on these demographic and geographic buying patterns.

Another benefit of tapping into the caller’s geographic information is that the franchisor can use call tracking to automatically direct/route calls to the closest or best-suited franchisee for the caller’s needs. This drives an improved caller experience and increases the likelihood of more conversions (sales).

Are franchisees executing on phone leads?

Your corporate ad programs are driving leads to franchisees, but are these individual locations making the most of the opportunities? Call measurement can help franchisors evaluate franchisee performance by tracking call times and durations, as well as whether or not the location missed any calls. Depending on the type of business, a short call could mean a lower propensity to make a purchase or book an appointment – which presents an opportunity for better training at individual locations. Additionally, if a location is missing calls or experiencing peak calling periods during understaffed times, call tracking tools can identify the need for better staffing arrangements. Detailed call analysis can improve operational efficiencies by maximizing sales conversions and lowering cost-per-call ratios.

Franchisors can glean key lead generation insights through a centralized call tracking program. This type of performance data is key for optimizing advertising campaigns for increased consumer response to their network of franchisees. Additionally, call measurement provides franchisors with another way to identify both high-performing locations and those that may require operational or staffing changes to better capitalize on inbound leads. The end result is increased qualified leads based on a finely tuned advertising strategy, accurate consumer response data, and higher sales.

As mobile adoption continues to skyrocket and consumers rely more heavily on smartphones and tablets to research and immediately act on purchases, there is a broadened opportunity to help businesses track and monetize consumers’ forward movement in the buying cycle. To capitalize on this opportunity, marketers must harness the valuable feedback offered through the action-driven nature of mobile search and ad content.

For example, someone traveling in an unfamiliar area may be searching for a nearby restaurant or auto repair shop via a mobile browser or within an app like Yelp or YPMobile. Once they locate the business, the next step may be calling, clicking on maps or driving directions, or accessing business hours. By capturing and analyzing these purchase-related actions, marketers can leverage the knowledge gained to optimize their companies’ mobile ad results for increased ROI.

Ensure Content Is Mobile Friendly

To lay the foundation for strong consumer engagement with your mobile content and encourage a purchase-related action, make sure the main phone number, address, hours of operation, maps/directions, and any specials/coupons are not only front and center, but hyperlinked. This also facilitates the ability to track responses. Additionally, optimize your website for mobile browsers to ensure that the highest priority business details mentioned above are conveyed as concisely as possible to facilitate a quick decision. This rule applies to in-app display or search ads as well, which should always be clutter-free and easy to interact with.

Track Responses And Demographics For Different Types Of Ads

Just as you evaluate customer response to various types of traditional and online ads, marketers must activate proper tracking tools to capture mobile response. Calls are the dominant response to mobile ads — not surprisingly, given that the primary use of a mobile device is as a phone — so they represent a key currency for mobile ad performance.

Call tracking is valuable for measuring response based on mobile ad type, geographic region, distribution partner, etc. This is especially important for service-based businesses that involve booking appointments or placing inquiries. However, don’t forget to widen the net to track volume of clicks on maps/driving directions, hours of operation, coupons, and other relevant actionable items, as these types of information could be meaningful for other kinds of businesses like gas stations or coffee shops, where someone may go straight to the location rather than placing a call.

All response types should be categorized — e.g., smartphone vs. tablet, mobile browser vs. mobile app, display vs. search ad, geographic region and specific distribution partner — to determine whether ad spend and ad copy are generating intended results.

Segment Mobile Browser Vs. App Users

Taking the mobile browser vs. mobile app user comparison a step further, it’s important to consider that each of these audiences behaves differently. For the mobile browser user crowd, take the time to assess particular click patterns within mobile search ads and whether their engagement resulted in a call or other purchase-related actions. Also track the ad pages where users tend to end their visit and assess whether users are navigating through the ad content as effectively as possible.

Do multiple users appear to defect for a specific reason? For app users — who are typically more loyal, repeat users — be sure to track which types of in-app ads receive the strongest usage traction and which information users tend to click on most often. This data can then be used to tweak ad design, content and mobile budget allocation for the most effective user experience possible — ultimately translating into more mobile-driven leads.

Monitor Call Durations And Times

Calls continue to be a critical cross-platform ad performance metric, and calls placed to mobile ads are statistically longer than those placed to traditional ads — thus illustrating a higher level of engagement. Knowing your business’ average mobile call durations will help you evaluate the number of qualified leads you’ve received when you compare your overall call durations with this baseline.

Additionally, be sure to track the times of day when you receive inbound calls, including missed calls due to busy periods or before/after-hours calls, to address staffing needs and hours of operation. Call durations vary across categories, so ask your mobile ad provider about call duration averages for your particular type of business. This will help benchmark your results and better validate qualified leads.

Mobile devices have become the “action” platform for buying decisions as consumers always have the device — or multiple mobile devices — nearby and are often on-the-go. As such, marketers looking to capitalize on this monetization opportunity must optimize all forms of their business’ mobile presence and closely monitor mobile purchase-related actions. This is key to determining which mobile devices, distribution channels, creative, and content are driving mobile traffic and where program changes may be needed or further leveraged. A mobile ad strategy that includes concrete performance metrics and intelligence on mobile response is vital to maximizing mobile lead generation.

Out with the old, in with the new. Well, kind of.

Pay per call, which allows advertisers to pay a set price for each call generated by a certain ad or campaign, isn’t new to local search, but it’s making a big comeback in 2012 thanks to the mobile revolution.

Local search is shifting from PC-based to mobile-based as consumers become increasingly reliant on their mobile devices. As the number of smartphones and tablets grows, so does the personalization and localization of search. Once consumers have a “smart” mobile device their local mobile searching expands and becomes a natural extension of everything they do.

When pay per call entered the scene in 2005 or so, there was a lot of hype (I was and still am a believer), but it didn’t take off with quite the expected gusto. However, the mobile movement has revived the approach.

Mobile: the True Pay Per Call Platform

There is an immediacy about mobile local search that drives higher call response rates. The dominant response to mobile ads is a call – not a surprise given the primary use of the device is a phone and the need for quick information on the go. Mobile consumers are ready to make a purchase, go out to eat, buy movie tickets, and act on a variety of other local purchase-driven activities.

Just as consumers are comfortable with mobile, so are advertisers. They are consumers at heart so they also always have their mobile phone at hand to help with everyday life choices.

Bottom line: the mobile pay per call learning curve is much lower than that of online pay per call and this will help expedite the mainstreaming of pay per call.

Local Search Apps

These days it is hard to disconnect mobile and local. More than 50 percent of calls placed to local search ads through Telmetrics’ call measurement network are from mobile phones. To leverage this usage and interest, local search must include a mobile component – which means providers offering advertisers mobile expertise and mobile local search options, including local search apps.

App usage is likely to grow more quickly than mobile browser-based local searches as developers enhance and add helpful local apps. Mobile consumers are very loyal to apps that are customized for their lifestyle needs, as apps present a more direct and user-friendly way to get the information they need.

5 Local Mobile Recommendations

If you haven’t yet factored mobile into your local search activities, consider implementing these local mobile recommendations.

1. Make your contact phone number easy to find and readily available within your mobile website/ads/listings without a secondary click. If not, mobile consumers will move on to the next business or ad.
2. Optimize your mobile web presence to account for smaller screens and the user’s need for instant gratification. Ensure the most relevant information is presented concisely with compelling messages that drive the user toward an easy purchase decision.
3. Offer actionable content, such as a phone number, address, hours of operation, and links to maps/directions. This type of action-oriented detail will help facilitate immediate action for consumers and measurability for you.
4. Don’t repurpose your local search strategy for mobile. For the same reasons as No. 2 – small screens and immediacy – mobile requires a targeted creative strategy with content that is concise but well defined and targeted.
5. Use mobile data to optimize your efforts. Even without pay per call (although you should also evaluate it) mobile provides instant data that marketers can use to further tailor their mobile marketing strategy and tactics for increased leads.

Summary

With ever-increasing mobile adoption among consumers and advertisers alike, advertisers and publishers have a renewed opportunity to leverage pay per call and ensure a sound local mobile strategy for attracting and retaining targeted mobile customers – who are ready to make a purchase immediately.

Mobile is playing a pivotal role in local search and advertising performance management, according to Telmetrics.

Pay per call works incredibly well on mobile due to the medium’s immediacy, driving higher response rates. The dominant mobile ad response is a call.

Read the complete article here >>

/TORONTO/ Telmetrics, the leading provider of advertising call measurement solutions, today released its local search trends forecast for 2012 with a focus on the pivotal role mobile is playing in local search and advertising performance management. High mobile adoption rates among both consumers and advertisers are transforming the industry and driving a mobile-first mentality for measurable results.

“Mobile is the true pay per call platform as there is an immediacy about mobile that drives higher response rates and the dominant mobile ad response is a call. With mobile, consumers are ready to make a purchase  right away and advertisers are seeing the valuable link between a call and a purchase,” said Bill Dinan, president, Telmetrics. “The mobile marketing performance model is more easily defined and monetized, and that will help drive more revenue for advertisers and further tailor their mobile approach.”

The Top Local Search Trends/Predictions for 2012 focus on mobile innovations, including:

1) Pay Per Call Goes Mainstream With Mobile: High mobile adoption rates for both consumers and advertisers mean there is a mutual understanding of the platform and the relevancy of calls. Unlike the drawn out learning curve that came with online advertising, this new proficient mobile knowledge base will help drive pay per call programs.

2) Mobile Propels Pay Per Action: Advertisers today realize the wealth of data available via mobile and are eager to track and pay for revenue producing actions including calls, map/directions downloads, QR code reads – any definable and concrete action that means a purchase is likely imminent.

3) In-App Call Tracking Rises: We expect consumers will continue to hone their lists of favorite apps and use them as their go-to resources for everyday planning and purchasing more so than mobile browsers. As such, advertisers will increasingly track the impact of in-app activity on call volumes and sales. This includes social apps like Facebook and Yelp.

4) Marketers and Advertisers Shift to Mobile-First Strategy: The combination of continued low advertising budgets and the tracking capabilities of mobile will mean a market shift of companies implementing a digital strategy that starts with mobile and then extends to other platforms that can supply similar metrics.

“The mainstreaming of mobile pay per call has the potential to revitalize pay per call for traditional media as well. Advertisers prefer calls and will request more call leads regardless of the media source,” added Dinan.

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. Using call tracking to measure the ad-driven calls across all media channels offers valuable call data including the caller’s number, date, time, whether the call was answered, the number of rings, the length of the call and more. This insight 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 in more than 10 European countries, 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 www.Telmetrics.com.

# # #

Media Contact:
Meggan Manson
Young & Associates
301-371-6995
megganm@yapr.com

/TORONTO/ Telmetrics, the leading provider of advertising call measurement solutions, today announced that its patent-pending mobile call measurement solution – m.Call™ – is now available for iPhone OS (iOS). m.Call allows mobile local search publishers and application developers to capture valuable call data without traditional call tracking numbers, providing a scalable and cost-effective way to measure and monetize mobile ad performance.

“Apple iOS is a priority operating system for local search app developers, so we are excited to enable mobile call tracking on this valuable network,” said Bill Dinan, president, Telmetrics. “We’ve received a tremendous customer response since the initial launch of m.Call and are taking the solution to the next level by delivering mobile local search ad performance metrics for another leading U.S. mobile operating system[1].”

How m.Call Works

Built exclusively for mobile app publishers, m.Call provides reporting on all calls generated by mobile search ads and mobile banner ads, without the use of call tracking phone numbers. The solution is embedded within the app via a simple plug-in. Unique tracking IDs, which are linked to advertiser phone numbers or “call” buttons within each ad, seamlessly initiate calls.

“Call tracking with m.Call goes beyond measuring calls as mere clicks on a phone number to provide more robust reporting of mobile advertising leads and reveal the value of mobile as the true pay per call platform,” added Dinan.

m.Call captures the same traditional call tracking data including caller demographics, call durations and recordings. As there is no need to replace business phone numbers in ads with call tracking numbers, the process is quick, seamless and easy to manage. Plus, the solution eliminates telemarketer calls, preserving call measurement data quality.

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. Using call tracking to measure the ad-driven calls across all media channels offers valuable call data including the caller’s number, date, time, whether the call was answered, the number of rings, the length of the call and more. This insight 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.

m.Call was first launched for Android in September and will also be available for Windows Mobile in 2012.