Calls Are the New Click: Entering the Next Era of Call Monetization

A shift is underway in tech and media worlds: Companies are increasingly embracing phone calls as a lead form for paying advertisers. Clicks and impressions, despite a sexier image and a decade of media adoration, aren’t as highly valued by many businesses as a ringing phone.

This notion of calls as currency has accelerated in the smartphone era, which has fused search with a phone. Calling a business post-engagement is intuitive for mobile users, who possess greater levels of immediacy and commercial intent than their desktop counterparts.

For these reasons and more, BIA/Kelsey predicts an explosion in commercially-oriented call volume to businesses. Mobile search alone will drive 73 billion calls per year by 2018. This blessing and curse means a flood of inbound leads, but also a dire need to manage them.

This report examines the gravity of the call monetization opportunity, and what is being done today to capture it. What are best practices? What’s still missing? And where will value be unlocked in the coming months? The phone call is the new click.

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