Marchex, the mobile ad analytics firm, recently rolled out Marchex Display Analytics, which measures the influence of a display ad on mobile devices or desktops on inbound calls to stores or call centres. Mobile devices are driving consumers to engage more actively with brands and phone calls to businesses are likely to double to over 160bn by 2019, according to Marchex.
Marchex Display Analytics
A recent report from the analytics company shows that call measurement and ad attribution has been limited, with 98% of calls received up to two weeks after display ad exposure. However, attribution for inbound calls can reduce cost per conversion for display campaigns by over 45%. Adarsh Nair, Senior Director of Product and Engineering, Marchex, explains:
“Inbound phone calls are a massive attribution gap for display marketers. For the first time, Marchex Display Analytics allows these marketers to fully measure and optimize their display advertising.”
Marchex Display Analytics is the first solution to analyse inbound calls and allow marketers to measure ROI of their campaigns by connecting offline phone calls with display impression data, even months after ad exposure. Marchex reports are sent in real-time and track cross-device conversions.
Display Analytics are also integrated with programmatic display ad platforms RocketFuel and MediaMath. Aruna Paramasivam, Senior Director of Data and Tech Partnerships, MediaMath, says:
“Brands with national call centers are very interested in connecting ad exposure to inbound phone calls and our partnership with Marchex addresses this gap in markets. MediaMath is constantly looking to bring innovative, quantitative solutions to market that provide marketers with insights around the influence and value of individual consumer touch points.”