Display ads influence 60 times more phone calls than a direct click-to-call, according to a report released Tuesday. On average, the report finds that approximately 2% of phone calls occur as a direct result of display ads or landing pages, and the remainder occur in the days or weeks following a consumer’s exposure to the advertisement. Without the proper attribution tool it becomes impossible to track the results.
The Marchex report analyzes why display advertising doesn’t get the credit it deserves for inbound phone calls. With click-to-call commerce estimated at $1.12 trillion in 2015, per Marchex, the study shows that more than $600 billion in telesales goes unattributed today.
It’s interesting to see some predictions from Spear Marketing Group on which types of technology U.S. B2B marketers expect to find important this year and next, as well as which they expect to see ROI gains from (all as reported by eMarketer). In short, automation is looking good — and so, too, is content marketing and its close cousin, SEO. Could there be a trend here of the three overlapping?
Across the multiple technologies available, it looks like predictive analytics and Big Data are the only niches that will grow in importance among surveyed marketers next year. However, neither gets close to the top billing ascribed to content marketing, SEO and marketing automation. Even CRM sees a massive dip in importance over the next 18 months, as does social media, leaving the aforementioned three amigos way ahead.
It’s always risky to read too much into figures, and adding two and two together to get five, but given the current high rate of ad blocking that is coming between consumers and display, there will clearly be a need to be a shift to more ad dollars being put into content marketing. This is likely to be a no-brainer for B2B marketers who clearly have content marketing and SEO at the top of their radars.
For the most part, advertisers agree that programmatic ad-serving and buying supports growth in online automation. However, industry agency experts believe the “emperor’s new clothes” need to button up processes to support a tighter fit.
James Harris, chief digital officer at media agency Carat Global, believes programmatic has been somewhat guilty of throwing ads at people and pushing the industry back to the days of the pop-up advertisements, when many predicted the end of online advertising.
“Programmatic sits at 1.0, which is about hitting people many times, because they’re in an audience pool,” Harris says. “Brands need to look for the signal from consumers telling them it’s the appropriate time to serve an ad.”
On Thursday, apps to block advertising were numbers 1, 3 and 6 on the most downloaded list kept by Apple. The surge came the day after Apple’s iOS9 update made it possible for iPhone users to enable them with the Safari browser for the first time.
Newly released apps like Peace, Crystal and Purify have cracked the top ten on the App Store’s most-downloaded chart. When enabled in the Settings menu, they shield Safari users from the pop-ups, auto-play videos, trackers and other types of mobile advertising that can weigh down loading speeds and clutter web pages.
Thanks to software that can detect whether a site visitor is using a blocker, websites can now direct messages at these readers, jam ads through to them anyway or even withhold stories. Uneasy publishers are increasingly turning to startups that give them the ability to detect and pierce through ad blockers, such as Sourcepoint and Pagefair.