Pay-Per-Call is the newest, most accountable form of marketing on the Internet and quickly emerging as the hottest model in the direct response advertising industry.
February 23, 2007 (Press Release) --
Santa Barbara, CA, - Feb. 16, 2007 - ValueLeads, http://www.valueleads.com, a pioneer in Pay-Per-Call marketing, today announced the inclusion of co-registration sites and affiliate networks as call providers. The Santa Barbara, California-based company generates phone calls from online consumers and forwards them to advertisers willing to pay for leads from new prospects. It works like this: Consumers searching the Internet for products and services see ads in search engines, web sites, directories and ad networks that link to a 'landing page', a colorful microsite featuring an advertiser's products along with his toll-free phone number. If the consumer is interested in the product s/he picks up the phone and talks directly to the advertiser. Advertisers pay for phone calls from new customers rather than clicks to their web site. According to Earl Brown, ValueLead's CEO, "Pay-Per-Call leverages the power and reach of the Internet to match buyers with sellers, then allows them to conduct business in a way both parties are comfortable with - the telephone." The benefits of pay per call are being discovered every day by advertisers looking for more business and anxious to tell prospective customers about their products.
The Kelsey Group, a popular Internet research, analysis and advisory organization forecasts that pay per call advertising will become a $4 billion advertising service within 2 years. Much of this growth is attributable to pay per call's direct response model in which advertisers pay for phone calls from a potential customers rather than clicks to their web site. A recent report points out that one out of three people who call a business are ready to transact, compared to only about 2% who click on web sites.
The ValueLeads and Pay Per Call business model is based on two significant shifts in interactive advertising that is starting now and will become the standard over the next couple of years:
First, direct response, performance-based marketing is the next wave of interactive advertising, especially for the Internet. More and more, advertisers are demanding accountability. This means that as merchants grow weary of click-based or impression-based ads impossible to quantify and with sparse conversion rates they will increasingly require ad buys that put prospective customers in direct contact with them. Pay Per Call is the most effective way to accomplish this goal.
Second, the ‘rate card’ for Pay Per Click, CPM and similar advertising will lose influence and eventually be replaced by market-driven pricing and rates, as offered by exchanges where advertisers buy ad inventory based on consumer information.
As this trend grows, the effectiveness of every ad, listing, impression, and response will be scrutinized thoroughly. A ‘click through’ to a web site pales in comparison to the value of a telephone purchase inquiry by a motivated prospect.
The Kelsey Group, a popular Internet research, analysis and advisory organization forecasts that pay per call advertising will become a $4 billion advertising service within 2 years. Much of this growth is attributable to pay per call's direct response model in which advertisers pay for phone calls from a potential customers rather than clicks to their web site. A recent report points out that one out of three people who call a business are ready to transact, compared to only about 2% who click on web sites.
The ValueLeads and Pay Per Call business model is based on two significant shifts in interactive advertising that is starting now and will become the standard over the next couple of years:
First, direct response, performance-based marketing is the next wave of interactive advertising, especially for the Internet. More and more, advertisers are demanding accountability. This means that as merchants grow weary of click-based or impression-based ads impossible to quantify and with sparse conversion rates they will increasingly require ad buys that put prospective customers in direct contact with them. Pay Per Call is the most effective way to accomplish this goal.
Second, the ‘rate card’ for Pay Per Click, CPM and similar advertising will lose influence and eventually be replaced by market-driven pricing and rates, as offered by exchanges where advertisers buy ad inventory based on consumer information.
As this trend grows, the effectiveness of every ad, listing, impression, and response will be scrutinized thoroughly. A ‘click through’ to a web site pales in comparison to the value of a telephone purchase inquiry by a motivated prospect.
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