E-Marketing in Minneapolis David Vinge, eMarketing Dashboard: Yellow Page Advertising Drives Web Site Visits

Tuesday, June 2, 2009

Yellow Page Advertising Drives Web Site Visits

Proving that traditional media drives online leads, Telmetrics, the leading provider of advertising call measurement solutions, released data demonstrating that many Yellow Pages users visit a business’s Web site after reviewing their print ad. Since launching a pilot program to test the use of unique URLs in print advertising campaigns in 2008, 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.

Telmetrics found that on average, URL visits represented 44 percent of leads, while call traffic generated 56 percent of leads.

“Evaluating the impact that print advertising has on Web activity is critical. Without tracking unique URL traffic, Yellow Pages advertisers would not know the total number of leads the print product is driving, as those touch points could be attributed to online ad channels,” said Bill Dinan, president, Telmetrics. “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.”

Unique URLs Perform Best
During the timing evaluated, the ads that used unique URLs (for example: florists2.com) were more often visited than client-specific domains with URL extensions (for example: publisher.com/florists).

Read more at Telemetrics.com.

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