“If you look at just a year ago where 35-37% of our email traffic was mobile and fast-forward a year and now we’re at 65-75%, for us, it’s taking a step back and saying we’re able to target people right when they’re ready to dial,” said Jeff Fisher, senior mobile strategist for Matomy. “Without disclosing specifics, we’re working with publishers such as CNN all the way to daily deals sites … and looking for ways to create new ad placements that get people to dial in.”
But publishers and advertisers can’t look at pay-per-call in a vacuum, as a majority of people are in close proximity to their mobile devices when using their desktop computers. Smart strategies involve blending pay-per-call ad placements with broader mobile and desktop lead-gen strategies to “let the user interact with the advertiser however they want,” he said.
Matomy’s pay-per-call business could run up against some competition that could very well come from social platforms like Twitter and Facebook, which has been beta testing a click-to-call ad unit, Fisher said.
“They haven’t released it [formally] yet, but it makes sense. Facebook is by far one of the most efficient ways to drive downloads of free apps, but the problem is, advertisers can only afford to pay so much for an app download.”
Fisher added: “The average Facebook CPI is between $2 and $3 … whereas an inbound lead advertiser can pay $30-$40 for an inbound call. If you look at what Facebook is doing, what we’re doing – getting people to dial in with their mobile will really help publishers monetize because it delivers better service to their advertisers.”
A Facebook spokesperson confirmed tests of click-to-call, along with other options. At this point, the unit's not in general release.