While there is growing usage and interest in pay per call, advertising providers are still ironing out how they position and sell it to local advertisers unfamiliar with the model. Here’s how to ease local advertisers concerns about pay-per-call.
Mobile calls generate longer call durations than any other media at an average of 3.5 minutes/call. This is followed by Internet Yellow Pages at 2.7 mins/call and paid search at 2.2 mins/call. The average call duration across media increased 20.1 percent from Q1 2011 to Q1 2012, thanks to advertising providers’ ability to refine their programs and optimize for higher quality calls.