Bridging the Gap Betwen Digital & Reality: Measurement & Attribution Top Priority for Advertisers
Mobile advertising analytics company Marchex launched a solution that will help marketers measure the impact of video and display advertising on inbound phone calls.
Traditional call analytics products measure when consumers click-to-call directly from a display advertisement, which only captures 2 percent of total inbound phone calls. Marchex Display and Video Analytics, however, claims to measure 100 percent of inbound calls influenced by a display campaign, including the 98 percent of phone calls that occur weeks or months later. That would obviously allow marketers to allocate media investments toward video ad units with the greatest impact on customer acquisition.
“As consumers become increasingly dependent on mobile devices, extending offline measurement and attribution capabilities is a priority for marketers,” said Jen Catto, Chief Marketing Officer at Tremor Video. “By measuring and quantifying the true impact of video on inbound requests, Marchex’s Display and Video Analytics allows marketers to bridge the gap between digital and reality.”