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Telmetrics Experiences Record Pay Per Call Growth; Call Durations from YP Greater than Paid Search

There’s some very interesting news out this week from Telmetrics, a leading provider of advertising call measurement solutions, which announced that adoption of its pay per call offerings is up more three times year-over-year, tracking 348% higher in Q1 2012 than Q1 2011. As many of you know, pay per call tracking enables marketers to evaluate consumer phone response to ads by providing valuable ad feedback and consumer call intelligence.

According to Telmetrics, while pay per call usage is growing among all local search media channels, mobile advertisers and SMB programs are driving the increases. Additionally, the company said that it is seeing call duration increase more than 20% year-over-year as advertising providers continue to optimize their local search programs through pay per call. Call duration is a reliable indicator of lead quality and typically indicate a positive propensity to make a purchase, the company said.

Telmetrics data shows that mobile call durations are the longest at 3.5 minutes/call, followed by print Yellow Pages (2.8 minutes/call), Internet Yellow Pages (2.7 minutes/call) and paid search (2.2 minutes/call). As Screenwerk’s Greg Sterling notes, mobile’s leading position makes sense since “mobile users tend to have a greater and more immediate needs than online users.” Sterling also points out that the data argues that “print YP leads are of better quality than paid search.”

I think this data echoes our own research that has consistently shown that “ready to buy” consumers frequently turn to Yellow Pages. These results are worth pointing out to local advertisers who may need additional context on the quality of leads they might expect from Yellow Pages and other local search offerings.

Learn more about Telmetrics at the 2012 Local Search Association annual conference, “Search Starts Here,” April 21-24 in Boca Raton, Florida. Telmetrics President Bill Dinan will participate in an executive interview at 12pm on the final day of the event.

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