New revenue opportunities with Pay-Per-Call

New Revenue Opportunities

with Pay-Per-CallJuhani Polkko

VP of Marketing

…The Online-Offline funnel

…Phone calls in online advertising

… Introducing Pay-Per-Call

… Integrating PPCall into existing CPA programs

…Benefits for ad networks, publishers and advertisers

…Q & A

Agenda

…Cloud communications API for ad networks/publishers…Connecting online media and telecom networks…Based on unique phone numbers

What is Freespee

Freespee

Advertiser

010 234 1000

Program 3

09-22 33 20

Program 2

09-22 33 30

Program 1

09-22 33 40

…Founded in 2008, 20+ employees…Largest footprint in Europe, used by 25.000+ advertisers…Offices in Uppsala, Helsinki, Copenhagen and Berlin

Who is Freespee

Local Search

Classifieds

Affiliate Networks

Landing page

Visitor

VisitorVisitor

The Online-Offline Funnel

Lead

Purchase

OnlineIn-store traffic

Phone calls

Offline

Monetizing Offline conversions

In-store traffic

Phone calls

Offline

?

Das telephone.

Leisure travel

Banking, finance, insurance

Cars and services

TV and telecom

Energy and commodities

Telecom and mobile

How many inbound sales calls do they

get?

• Cruises.com: 80-85% of sales is done over phone. Cruises.com

• 66% of mortgage refinances are applied offline. Forrester

• 79% of car test drives are booked over the phone. Google

• Average of 72% of leisure travel is booked offline. NMTW

• In the UK, 60% of car insurance sales is offline. Car

Insurance Blog

… and so on.

Product

Complexity

Instancy

Customer

Demographics

Behaviour

Common characteristics

Introducing

Pay-Per-Call.

CPA value of a phone call

B2C advertising vertical Call value B2C advertising vertical Call value

Real Estate (buying, selling, renting) 25€ Restaurants 3-5€

Construction 20€ Vehicle inspections 20€

Ready-built houses 40€ Conference / fair spaces 25€

Electricity / energy 10€ Mobile and broadband subscriptions

10€

Home decoration 8€ Healthcare services 10€

Moving services 30€ Optician services / eye-glasses 15€

Product information or free trial 3€ Travel 6-40€

Mortgages / loans 25€ TV channels / subscriptions 50€

Insurances 15-25€ Cars and motorcycles 15-30€

Sources: Fonecta/EDSA, Dagmar, Sanoma

Google is doing it.

Mobile click-to-call launched in

January 2010

“Millions of calls per month” by January 2011

Call Metrics launched for

desktop AdWords in

November 2010

USD $1 per completed callfrom May 2011

You could be doing it!

Ad Server

Cloud communications

platform

API call Unique phonenumber

Publisher/Affiliate

Call 0800 -555 1201

Advertiser/Merchant

Call0800-555 1201

Invocation code

Tracking code

Call reporting and bidding

Call Traffic

Let the customer choose.

1. Online CPA

2. Pay-Per-Call CPA

1) Increase conversions from existing CPA programs

2) Approve new advertisers/programs

3) Attract new type of affiliates

4) Stop revenue leakage

5) Increase value to users, merchants and affiliates

Benefits to Affiliate Networks

Pay-Per-Call.

1) Get insights which programs drive calls

2) Bid per call (customer) instead of click (visitor)

3) Increase average sales value with up-sell

4) Buy mobile advertising without a mobile landing page

5) No changes needed to the call center

Benefits to Merchants

Pay-Per-Call.

1) Capture value from unsold inventory

2) Increase profits from the existing programs

3) Better offers from new type of merchants

4) Enjoy the super high conversion rates

5) Try offline channels – print, TV, radio, outdoor, etc.

Benefits to Affiliates

Pay-Per-Call.

Future of affiliate marketing?

“Call +358 9 8860 2860 to book your appointment today.”

Pay-Per-Call.

@juhani

Juhani Polkko

+358 9 8860 2860

juhani.polkko@freespee.com

@freespee

www.freespee.com

blog.freespee.com

Thank you! Danke schön!