Mobile ad network Sponsormob has launched its ‘Call-Back’ solution, which aims to convert impressions into prequalified leads for advertisers by generating call-back requests to advertisers on its network from consumers interested in a product or service offering. The company says that conversion rates for Call-Back are averaging 10 per cent for confirmed calls.
According to Sponsormob CEO Peter Glaeser, what consistently eludes many mobile advertisers is the ability to convert raw impressions into qualified leads which advertisers can close with a greater degree of predictability.
“Call-Back is the next step in the evolution of mobile advertising, as it strives to target customers with more precise product and service offerings,” says Glaeser. “Sponsormob can now deploy campaigns for advertisers targeting precise demographics down to the phone carrier, content, mobile device, location, and more. With deeper marketing intelligence, our Call-Back service has the potential to yield much higher consumer engagement and drive even more leads for advertisers.” Glaeser cites an example of a telco seeking to expand its customer base in a particular geographic region. “Our advertising platform can target customers based on location, even ones on a competing mobile telecommunications carrier,” he says. “Based on our marketing intelligence and new Call-Back service, mobile advertisers can create highly targeted ad campaigns to drive phone interactions where consumers pre-qualify themselves in advance.”
The Call-Back solution was designed to be simple and direct, allowing users to request a call-back from the mobile advertiser with an additional step in the click-flow. There is also a double opt-in to ensure data security, and to guarantee that leads are genuine.
Because pre-qualified phone interactions have higher sales conversion rates than traditional telemarketing campaigns, SponsorMob believes that Call-Back will have an immediate impact on a mobile advertiser’s ability to grow its customer base. “Industries that have proven to be most responsive to targeted, high-touch campaigns are in finance, entertainment, telecommunications, fitness, and information-based services, such as consulting,” Glaeser concludes.