The Sad Little Ad that Nobody Saw
ComScore recently released a study confirming that “31% of the 1.7 billion ad impressions were never in view” to a visitor due to ads being below the fold of a webpage or taking too long to load before a user scrolls past them (AdAge). Yikes. Talk about throwing away money. Several advertising associations and bureaus have pulled together to create a “viewable impression” metric, indicating that the existing impression metric doesn’t really work. But you know what? There’s something even better out there than a viewable impression, and even better than a click. The most important conversion: a phone call to your business. This conversion is already measurable! In fact, with website tracking, you can trace a phone call from an ad that doesn’t even have your number on it. How? A user can click the ad, go to your website, call your website, and we can trace the call back to the ad they clicked!
Of course its scary that you may have put money into an ad that no one will ever see because its below the fold, but these types of ads are becoming recognizable in the digital media world (and are pretty obvious to the buyer because of the low cost). What is scarier is an expensive ad in a space where its going to get impressions, and just taking a leap of faith that those impressions are actually bringing you ROI. With website tracking, you don’t have to guess! What’s more, our Humanatic program will bring even more value to the phone call metric. As opposed to just knowing that you got a phone call, from a website, that was driven by your banner ad, markings from our reviewers will tell you if that call was an opportunity for new business or if a booked appointment came from the call! Below is a screen shot from our brand new reporting pod that will show you which marketing piece delivered the most important metrics to you: a call that was actually an opportunity for new business!
So don’t feel bad for the ad that nobody saw, or called. Just stop giving him money.
Click here for the AdAge Article on the ComScore study.
Century Interactive Launches Humanatic Call Categorization Service
Dallas – September 15, 2010 – Century Interactive is pleased to announce the launch of Humanatic, its latest innovation in phone call analytics. Humanatic is a platform engineered to filter qualified phone leads for you with exceedingly high levels of accuracy. The service goes beyond traditional clicks and phone responses to deliver the true picture of marketing ROI by evaluating the quality of incoming calls through native-English speaking, US-based human reviewers.
Unlike other phone lead-optimization services available, Humantic is powered by live human reviewers who have the ability to pick up on the caller’s intent, the key element in qualifying a lead. Humanatic separates sales prospects from non-prospects and identifies your true cost-per-lead, as well as the number of legitimate sales opportunities generated by each advertising channel you use. The selected incoming calls are then displayed in an easily analyzable report where managers can take further action with the prospect.
Cassie Broemmer, Director of Customer Retention and Marketing for the Van Tuyl Automotive Group comments, “We save time and money by letting Humanatic evaluate every call that comes into our dealership. While other call categorization providers fall short relying on unpredictable auto-transcription, Century Interactive has built a platform that delivers the highest accuracy we’ve seen.”
Humanatic can tell you exactly which ads, campaigns and channels are driving qualified sales opportunities. The service adds scalability to any sales organization by allowing managers to spend more time with customers and prospects and less time listening to call recordings. Humanatic call reviewers are graded and ranked as part of a performance feedback loop that continuously highgrades the platform’s filtering capabilities.
“We built Humanatic in order to support our clients who increasingly prioritize lead quality versus quantity in their marketing efforts. This proprietary technology allows management to quickly target the most critical calls coming into their businesses, raising awareness for the most pressing sales opportunities and customer service situations,” states Stephen Cravens, Marketing Director for Century Interactive.
Since 1988, Century Interactive has led the industry in call tracking, call recording, and performance analytics through innovation and customer service.