Print Advertising Drives Online Leads
Yellow Pages
May 27, 2009 -- Showing that traditional media drives online leads, Telmetrics, a provider of advertising call measurement solutions, released data demonstrating the extent to which Yellow Pages users visit a business's website after reviewing their phone book print ad.
Telmetrics measured consumer web activity generated by more than 1,200 print Yellow Pages ads from November 2008 through April 2009. Each ad included both a unique URL and phone number only attributable to that advertisement.
Telmetrics found:
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More than four in ten (44%) leads generated by a print Yellow Pages ad come from consumers visiting an advertiser’s website after seeing the ad, while 56% of leads generated from a Yellow Pages ad come from call traffic.
- Tracking unique URL activity and call measurement shows a 78% increase in the overall leads driven by print Yellow Pages.
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Select ad categories demonstrated significantly higher volumes of web activity. Ads for Automobile Dealers resulted in 184% more clicks than calls, while Florists generated 126% more clicks than calls.
Discussing the study, Telmetrics President Bill Dinan stated, “Our URL tracking data confirms that traditional media complements the digital media mix and echoes consumers’ use of multiple media and platforms in their purchasing decisions.”
About: The research was conducted between November 2008 and April 2009 and was commissioned by North American Print Yellow Pages publishers.
Sources: Marketing Charts, Print Yellow Pages Ads Drive Traffic to Web, Phone, May 29, 2009 and Telemetics media release, Print Advertising Drives Online Leads According to New Telmetrics Data, May 27, 2009.
