Print Yellow Pages, Unique URLs Make High-Yield Dream Team

Posted 07/23/2009 - 09:02 by Editor

 

   


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In a study of web activity spurred by Yellow Pages ads, Telmetrics found (pdf) that visits to URLs represent 44% of leads for a company, while call traffic holds down 56%.

This data suggests traditional print media is an effective way to drive people online and convert them into leads. If URLs from a given print piece are unique, response is also easy to track.

Last year Telmetrics launched a pilot that tested the effectiveness of unique URLs in print ads. It measured web activity, generated by over 1200 print Yellow Pages ads containing a unique URL and phone number, between November 2008 and April 2009.

Other findings:

  • Tracking unique URL activity and call measurement reflects a 78 percent increase in leads driven by print Yellow Pages.
  • Significantly higher volumes of web activity were seen for the following ad categories: Automobile Dealers (184% more clicks than calls) and Florists (126% more clicks than calls).

    Select categories including Automobile Dealers and Florists, demonstrated significantly higher
    volumes of Web activity. Ads for Automobile Dealers resulted in 184 percent more clicks than
    calls, while Florists generated 126 percent more clicks.

Telmetrics President Bill Dinan expressed surprise at the results. Prior to the study he believed users that went from print ads to a website would total 10% at most, versus nearly 50%. But during the pilot, ads that made use of unique URLS (autoshop56.com, for example) were visited even more than client-specific domains with URL extensions (usedcars.com/autoshop).

In a public statement, he added, "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."

Moving forward, Telmetrics plans to measure how offline ads drive online conversion rates by analyzing the number of clicks generated by participating websites, MediaPost reports.

North American Print Yellow Pages publishers commissioned Telmetrics' research.