Marketers Can Now Measure The Impact Of Video And Display Advertising On Inbound Phone Calls With Marchex Display & Video Ana...
December 14 2016 - 9:00AM
Business Wire
Industry-First View-Through Metric For Inbound
Calls Extends To Programmatic and Premium Video Ad Units
Marchex (Nasdaq: MCHX), a mobile advertising analytics company,
announced the launch and general availability of Marchex Display
and Video Analytics. For the first time, enterprise marketers can
measure the impact of display and video advertising campaigns on
inbound phone calls to a call center or store. In 2017, phone calls
to businesses from smartphones are expected to exceed 100
billion.
Traditional call analytics products measure when consumers
click-to-call directly from a display advertisement, which only
captures 2% of total inbound phone calls. Marchex Display and Video
Analytics measures 100% of inbound calls influenced by a display
campaign, including the 98% of phone calls that occur weeks or
months later. This allows marketers to allocate media investments
towards video ad units with the greatest impact on customer
acquisition.
With this announcement, Marchex Display and Video Analytics
capabilities have expanded to measure video advertising units in
both premium and programmatic video publishers. In 2017, brands are
expected to spend more than $11 billion on video advertising in the
US as digital video reaches more than 220 million monthly viewers.
This allows marketers to understand the impact of mobile display,
in-app and video ad units on offline customer acquisition. Data
from the platform shows that consumers exposed to both video and
display ad units are 2x more likely to purchase a product offline
than consumers exposed to video or display alone.
“As consumers become increasingly dependent on mobile devices,
extending offline measurement and attribution capabilities is a
priority for marketers,” said Jen Catto, Chief Marketing Officer at
Tremor Video. “By measuring and quantifying the true impact of
video on inbound requests, Marchex’s Display and Video Analytics
allows marketers to bridge the gap between digital and
reality.”
Data from Marchex Display and Video Analytics is delivered in
real-time to marketing dashboards such as Doubleclick Campaign
Manager. “Our customers are looking to extend the programmatic
buying and optimization of e-commerce to their offline sales
channels,” said Sundi Raman, Director of Product & Partnerships
at Marchex. “Marchex Display Analytics allows marketers to quantify
the impact of display and video campaigns and make in-flight
optimizations to make a real impact on customer acquisition.”
About Marchex
Marchex is a mobile advertising analytics company that connects
online behavior to real-world, offline actions. By linking critical
touchpoints in the customer journey, Marchex’s products enable a
360-degree view of marketing effectiveness. Brands and agencies
utilize Marchex’s products to transform business performance.
Please visit www.marchex.com, www.marchex.com/blog/ or @marchex
on Twitter (Twitter.com/Marchex), where Marchex discloses material
information from time to time about the Company, its financial
information, and its business.
View source
version on businesswire.com: http://www.businesswire.com/news/home/20161214005107/en/
Marchex, Inc.Investor RelationsTrevor Caldwell,
206-331-3600ir(at)marchex.comorMedia Inquiries:Marchex Corporate
Communications206-331-3434pr(at)marchex.com
Marchex (NASDAQ:MCHX)
Historical Stock Chart
From Aug 2024 to Sep 2024
Marchex (NASDAQ:MCHX)
Historical Stock Chart
From Sep 2023 to Sep 2024