The Branding Power of Pay-Per-Call Television Advertising for Consumer Products
Performance Marketing is not just about todayÂ’s profits.
(PRWEB) November 9, 2004
Who wouldnÂ’t want to advertise on television and only pay for results? Many advertisers who have used popular pay-per-click programs on the Internet are now discovering that a similar model exists on television known as pay-per-call advertising. This model is quickly changing the face of performance-based advertising as it provides a powerful way for advertisers to generate leads while building mass brand awareness for their products and services.
Joseph Gray, CEO of REVShare, the company credited with establishing the pay-per-call television industry, points out that many companies engaging directly with consumers through the Internet are beginning to do the same through pay-per-call television. As an example, he points out that companies in the consumer goods industry are starting to utilize pay-per-call to offer coupons or free samples via television while building brand.
“Commercials without a call to action might be entertaining but when you add a 1-800 number or web site address in a pay-per-call campaign, you are now only paying for consumers who respond while exposing your brand to the entire television audience,” says Gray.
According to Gray, Procter & Gamble has used 1-800 numbers to offer discount coupons in television commercials for its Swiffer product line. Household items are a natural fit for pay-per-call advertising because they appeal to a mass market that can easily be reached through the wide diversity of television programming that is available through pay-per-call advertising. The health and beauty industry is also a perfect match for pay-per-call.
Companies that prefer to use television to build their brand but drive leads to their web sites can use a URL in their commercials instead of a 1-800 number. For some campaigns, this eliminates the high cost of call processing.
REVShareÂ’s Vice President of Marketing, Jay Levin, will share strategies for pay-per-call advertising at AD:TECH on November 10th, and at PROMO Expo on November 16, 2004.
TelevisionÂ’s largest broker of performance-based advertising, REVShare (http://www. REVSharetv. com (http://www. REVSharetv. com)) brokers guaranteed media on over 600 stations, the majority belonging to networks such as ABC, NBC, CBS, and FOX.
# # #
