Click-to-Call - New Mobile Advertising Growth Engine

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    Mobile consumers are increasingly using smartphones for direct contact with sellers of goods and services, changing obsolete traditions and ways of shopping.

    Independent data from Marchex predicts that the use of Click-to-Call (Call-to-Click) will facilitate purchases of more than $ 1 trillion this year (data only for the United States). In addition, the study showed that the likelihood of a purchase is 4 times higher among consumers who used Call-by-Click directly in mobile advertising than those who deal with ordinary online advertising.

    To understand how often consumers shopped from Call-by-Button advertising, the researchers analyzed aggregated and anonymous data on 24 million calls.

    The above analysis defines “Call-by-Click” as a new type of consumer behavior caused by the widespread adoption of smartphones. In 2015, consumers will make direct calls to sellers of mobile ads in browsers and applications more than 93 billion times, according to industry research by the BIA / Kelsey group . This analysis confirms that many of these calls will result in an order, reservation, store purchase , and it is predicted that the result will be more than $ 1 trillion in purchases.

    “Although e-commerce is a major driver of consumer spending growth, it represents only 7% of total retail and less than 2% of total consumer spending,” says Michael Boland to BIA / Kelsey. “The other 98% of purchases are increasingly made under the influence of calls from smartphones, which have become a kind of bridge between the mobile online world and offline business in dozens of industries, including financial services, insurance, healthcare, etc.”

    Here are the main conclusions that can be drawn today:

    • In more than a dozen industries: including insurance, tourism, car service, legal services - 5-25% of phone calls from mobile ads are converted to sales, orders, reservations.
    • On average, the probability that the “Call-by-Click” from the mobile user will result in the sale of goods / services is 4 times higher than if the user simply clicked on a banner in the browser.
    • Robocalls automatic calls can be a serious problem for call-by-click marketing. Marketers require analytics-based solutions to accurately measure media performance.
    • Call-on-Click Commerce Funnels are often call centers. In some industries, more than 20% of phone calls from mobile advertisements remain unanswered.
    • Millennials are the most likely Call-by-Click users among all age categories, and it is precisely on them that such campaigns should be targeted first of all.


    Marketers need to devote more time to understand how to reach mobile consumers, especially from the Millennial generation. The data show that for many types of purchases, Millennials prefer direct contact by phone, and only then begin the direct purchase process. BYYD • Mobile Advertising Platform




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