‘Click-To-Call’ Spending Estimated At Nearly $6 Billion

Click-to-call commerce is influencing more than $1 trillion in U.S. consumer spending, according to a report released Wednesday.

The BIA/Kelsey report — Call Commerce: A $1 Trillion Economic Engine — examines mobile formats, how marketers take advantage of call commerce, and best practices to drive and track the activity.

BIA/Kelsey projects 169 billion mobile calls to businesses by 2020, driven by individuals on smartphones, high commercial intent, and the natural handoff between mobile engagement and phone calls, such as the ability to click to call a business from a Google advertisement or within an email.

BIA/Kelsey estimates global click-to-call spending at $5.9 billion in 2016, reaching $13.7 billion by 2020. The study also suggests that mobile calls represent 60% of inbound calls to businesses in 2016, about 85 billion global mobile calls annually, reaching to 169 billion by 2020.

The calls are boosted by what BIA/Kelsey dubs the on-demand culture, with the rise of the smartphone conditioning individuals to expect everything at the push of a button. Location also provides fodder for the movement. Location greatly increases contextual relevance as well as performance and engagement.

http://www.mediapost.com/publications/article/281116/click-to-call-spending-estimated-at-nearly-6-bi.html

Ad Blocking In The U.S. Projected To Rise By Double Digits In 2016

In its first forecast on ad blocking in the U.S., eMarketer found that more than 25% — 26.3% — of Internet users will block ads this year. Even more alarming, the digital research firm found that ad blocking in the U.S. is projected to increase by double digits in 2016. In fact, eMarketer forecast that in 2016, 69.8 million Americans will use an ad blocker, an increase of 34.4% over last year. And in 2017, that figure will grow another 24.0%, to 86.6 million people.

The researcher found that ad blocking is more common on desktops and laptops than on smartphones. And this year, 63.2 million people will use an ad blocker on their desktop or laptop PC, vs. 20.7 million who will use one on their smartphone. Furthermore, 90.5% of ad-blocking users will block ads on desktops and laptops, while just 29.7% will do so on smartphones — eMarketer found an overlap among the groups.

“Ad blocking is more common on desktops and laptops because screen sizes are large enough to accommodate multiple ads. This includes videos that might be out of view but still audible, which are especially annoying to users,” stated Paul Verna, senior analyst, eMarketer. “Also, ad blockers typically don’t work on apps, where users spend most of their mobile Internet time.”

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Direct-Response & Local Ad Buying on ISP sites like Cox, AT&T, Time Warner, with NAF Digital

For those of us not familiar with NAF Digital, please tell us a little more about your website and core audience.

NAF Digital services a variety of clients from agencies, client direct, as well as publishers looking to reach their digital advertising goals. We do not limit our clients to a specific industry or vertical, but a large portion of our clients are direct response focused.

 NAF Digital is known for direct partnerships with some of the largest directory sites like Whitepages,YP, Local.com, SuperPages, as well as many of the top ISP Portals like Windstream, Cox, Time Warner Cable and AT&T. That’s an extraordinary amount of scale across the United States, along with trust that consumers give due to it being the homepages of their internet provider. What are some other differentiators that you think make NAF Digital stand out?

Through our relationships with the online directories and ISPs we are able to deliver premium quality traffic that is brand safe and converts well for our clients. Scale is important in order to  maximize reach for our client’s campaigns and through our partnerships we are able to guarantee our clients that they will only run on the sites we specify. Another key differentiator that sets us apart from the pack is our commitment to ensuring the performance of our client’s campaigns. Since most of our clients areDR focused, we are cognizant of the CPA metrics we are given. We are constantly checking on performance of lines daily and will make adjustments to keep the performance high for our clients.

 To the extent that you can reveal, is there any aggregated data from the ISPs on their users, that you are able to integrate into an ad campaign?

When campaigns run on our ISP partner portals, users are high-quality, paid subscribers who pay for their internet access and have verifiable disposable incomes for purchases. A key data segment that we are able to layer on is geo-location. Due to the nature of the TV industry, only certain providers are in particular markets. This allows us to run local campaigns on portals that can deliver scale.

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Anti-Fraud Certification Launches With 30+ Participants

The Trustworthy Accountability Group (TAG) on Monday said it’s ready to implement its “Certified Against Fraud” initiative, and that more than 30 ad tech firms have signed up to participate. The initiative comes about six months after being first announced.

AppNexus, Collective, DoubleVerify, Dstillery, Index Exchange, MediaMath, Omnicom, OpenX and WhiteOps are among those on the list of participants.

TAG’s anti-fraud certification program will award “TAG Certified Against Fraud” seals to buyers, sellers and intermediaries in the digital advertising supply chain that complete rigorous anti-fraud requirements, TAG said.

Companies that apply to join the TAG registry will go through a background check and review process. Once approved, each will receive a unique ID that will identify its ads to trading partners in the supply chain.

Ad Block Study Finds A Third Of Consumers Plan To Install A Blocker In Next 3 Months

One third of consumers are “very or somewhat likely” to install ad blocking software in the next three months, according findings of a consumer survey released this morning by online publishing trade association Digital Content Next (formerly the Online Publishers Association).

The DCN did not disclose the method of its research or how big or representative it was of the consumer population, but Research Director Rande Price qualified it by stating that “survey responses often over-estimate actual behavior.” Using a “discounting formula,” he said the DCN estimated the actual “intended install rates” would be only about 9% of consumers responding to its research.

“We estimate about half of the ‘very likely’ responders and one quarter of the ‘somewhat likely’ responders – a net take rate of 9% – will opt out of advertising in the next three months,” he stated.

Ad Block Study Finds A Third Of Consumers Plan To Install A Blocker In Next 3 Months