Click-to-Call from Mobile Display
Performance marketing network Tradedoubler has partnered with mobile ad placement company Freespee and will use its technology platform and API to offer clickable phone numbers and analytics to its desktop and mobile display advertisers.
"For services with local offices, like insurance, education, finance, health, beauty, travel, telecom and other utilities, 70 percent of consumers want to talk to someone before opening their wallets," said Carl Holmquist, Freespee founder and CEO. "Especially when advertising on mobile phones, a call is the natural next step after seeing the ad -- and we make that call just one click away and totally trackable for conversion optimisation."
The rise in consumers mobile activity is obviously making click-to-call technology an important if not mandatory element in the digital advertising mix. Those networks and agencies that realize the immediacy benefit of the technology for users are signing on (as evidenced here by the TradeDoubler/Freespee partnership).
Google reports that mobile users are 6 percent to 8 percent more likely to click on ads that contain a phone number. And, even when mobile users click through to a mobile landing page instead of the phone number, Google's research found that 52 percent of those people go on to call the advertiser.
"The beauty of Freespee is we don't have to reinvent the wheel -- we can add clickable, trackable phone numbers to our desktop and mobile ad formats with just a couple of lines of code," said Rob Wilson, CEO of Tradedoubler, whose network includes 140,000 website publishers and 2,000 advertisers. "For a large segment of our advertisers this is incredibly valuable because these ads on average convert six times better than a traditional online or mobile display ad."