Google recently announced a new feature for its AdWords customers: click-to-call phone numbers in mobile ads. 

This feature lets end users engage directly with a business by phone, e.g. make a restaurant reservation.  It can automatically select the number of the nearest location if there are multiple listings.  Crisp has actually supported this click-to-call feature set for some time now, as well as universal device support, which ensures that the proper click-to-call protocol is used based on device detection.

While Google’s basic functionailty set is great for AdWords advertisers, it may not be sufficient for premium advertisers and brands.  Imagine if a national computer distributor launched a new line of products and launched an ad campaign which connected interested consumers directly with its call sales representatives.  How would the advertiser know if the campaign was successful or not?

For this reason, Crisp developed advanced call duration analytics in its rich media ad platform. Premium advertisers can measure exactly how long end users spent on the phone call.  They can filter out irrelevant data such as dropped calls and calls with minimal call times.  Brand advertisers who are familiar with rich media video completion metrics online will instantly be familiar with this new class of engagement measurement.  Publishers can also expect higher CPMs from ads that drive higher call times and ultimately more conversions.  Contact a Crisp Sales Reprensentative for more information.