Telmetrics: Pay for Performance Advertising Shows Dramatic Growth
August 11, 2009 | Contributed by: Stephanie Hobbs
I invited Bill Dinan, president of Telmetrics Inc., to author a guest blog today about the growth of pay for performance advertising:
This year we have seen explosive growth in the number of pay per call programs we are tracking and noted three driving trends in a press release last week. While the increase is from both print and online worlds, the most dramatic growth is with Yellow Pages.
Yellow Pages embraced call tracking and the importance of performance early on. But in today’s economic environment, advertisers are demanding even greater performance visibility. Enter pay per call. The growth we are seeing echoes what AT&T’s Frank Jules and The Berry Company’s Scott Pomeroy shared in the recent Simba webinar on the state of the yellow pages – pay per call is on the rise.
Yellow Pages usage is not dead, as many would like to report, and pay per call growth, especially among heading strongholds like “Attorneys” and “Dentists” is proof. These advertisers value the high-quality leads that Yellow Pages deliver and are happy to pay for calls.
To help publishers more easily monetize this growing trend, we have added new pay per call features – a billing ceiling rollover which can cap advertising spend and bank unused funds to ensure the full cost of the ad.
Stay tuned – we expect pay per call to continue as a high-growth revenue reality.