New revenue opportunities with Pay-Per-CallPresentation Transcript
New Revenue Opportunitieswith Pay-Per-Call Juhani Polkko VP of Marketing
The Online-Offline funnel Phone calls in online advertising Introducing Pay-Per-Call Integrating PPCall into existing CPA programs Benefits for ad networks, publishers and advertisers Q & A Agenda
Cloud communications API for ad networks/publishers Connecting online media and telecom networks Based on unique phone numbers What is Freespee Program 3 Program 2 09-22 33 20 09-22 33 30 Advertiser 010 234 1000 Program 1 09-22 33 40 Freespee
Founded in 2008, 20+ employees Largest footprint in Europe, used by 25.000+ advertisers Offices in Uppsala, Helsinki, Copenhagen and Berlin Who is Freespee
The Online-Offline Funnel
Monetizing Offline conversions ?
Banking, finance, insurance
Cars and services
TV and telecom
Energy and commodities
Telecom and mobile
How many inbound sales calls do they get?
Cruises.com: 80-85% of sales is done over phone. Cruises.com
66% of mortgage refinances are applied offline. Forrester
79% of car test drives are booked over the phone. Google
Average of 72% of leisure travel is booked offline. NMTW
In the UK, 60% of car insurance sales is offline. Car Insurance Blog
… and so on.
CPA value of a phone call Sources: Fonecta/EDSA, Dagmar, Sanoma
Google is doing it. USD $1 per completed call from May 2011 Mobile click-to-call launched in January 2010 “Millions of calls per month” by January 2011 Call Metrics launched for desktop AdWords in November 2010
You could be doing it! Tracking code Ad Server Advertiser/Merchant Publisher/Affiliate Invocation code Call 0800-555 1201 Call 0800 -555 1201 Unique phone number API call Cloud communications platform Call Traffic Call reporting and bidding
Let the customer choose. 1. Online CPA 2. Pay-Per-Call CPA
Increase conversions from existing CPA programs Approve new advertisers/programs Attract new type of affiliates Stop revenue leakage Increase value to users, merchants and affiliates Benefits to Affiliate Networks Pay-Per-Call.
Get insights which programs drive calls Bid per call (customer) instead of click (visitor) Increase average sales value with up-sell Buy mobile advertising without a mobile landing page No changes needed to the call center Benefits to Merchants Pay-Per-Call.
Capture value from unsold inventory Increase profits from the existing programs Better offers from new type of merchants Enjoy the super high conversion rates Try offline channels – print, TV, radio, outdoor, etc. Benefits to Affiliates Pay-Per-Call.
Future of affiliate marketing? “Call +358 9 8860 2860 to book your appointment today.” Pay-Per-Call.