Upload
auexpo-conference
View
822
Download
1
Embed Size (px)
DESCRIPTION
Citation preview
New Revenue Opportunities
with Pay-Per-CallJuhani 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
Freespee
Advertiser
010 234 1000
Program 3
09-22 33 20
Program 2
09-22 33 30
Program 1
09-22 33 40
…Founded in 2008, 20+ employees…Largest footprint in Europe, used by 25.000+ advertisers…Offices in Uppsala, Helsinki, Copenhagen and Berlin
Who is Freespee
Local Search
Classifieds
Affiliate Networks
Landing page
Visitor
VisitorVisitor
The Online-Offline Funnel
Lead
Purchase
OnlineIn-store traffic
Phone calls
Offline
Monetising Offline conversions
In-store traffic
Phone calls
Offline
?
Das telephone.
Leisure travel
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.
Product
Complexity
Instancy
Common characteristics
Introducing
Pay-Per-Call.
CPA value of a phone call
B2C advertising vertical Call value B2C advertising vertical Call value
Real Estate (buying, selling, renting) 25€ Restaurants 3-5€
Construction 20€ Vehicle inspections 20€
Ready-built houses 40€ Conference / fair spaces 25€
Electricity / energy 10€ Mobile and broadband subscriptions
10€
Home decoration 8€ Healthcare services 10€
Moving services 30€ Optician services / eye-glasses 15€
Product information or free trial 3€ Travel 6-40€
Mortgages / loans 25€ TV channels / subscriptions 50€
Insurances 15-25€ Cars and motorcycles 15-30€
Sources: Fonecta/EDSA, Dagmar, Sanoma
Google is doing it.
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
USD $1 per completed callfrom May 2011
You could be doing it!
Ad Server
Cloud communications
platform
API call Unique phonenumber
Publisher/Affiliate
Call 0800 -555 1201
Advertiser/Merchant
Call0800-555 1201
Invocation code
Tracking code
Call reporting and bidding
Call Traffic
Let the customer choose.
1. Online CPA
2. Pay-Per-Call CPA
1) Increase conversions from existing CPA programs
2) Approve new advertisers/programs
3) Attract new type of affiliates
4) Stop revenue leakage
5) Increase value to users, merchants and affiliates
Benefits to Affiliate Networks
Pay-Per-Call.
1) Get insights which programs drive calls
2) Bid per call (customer) instead of click (visitor)
3) Increase average sales value with up-sell
4) Buy mobile advertising without a mobile landing page
5) No changes needed to the call center
Benefits to Merchants
Pay-Per-Call.
1) Capture value from unsold inventory
2) Increase profits from the existing programs
3) Better offers from new type of merchants
4) Enjoy the super high conversion rates
5) 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.
@juhani
Juhani Polkko
+358 9 8860 2860
@freespee
www.freespee.com
blog.freespee.com
Thank you! Danke schön!