Yellow Pages Association releases call-tracking study results

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Berkeley Heights, N.J.—One day after the Association of National Advertisers called for better syndicated audience measurement and circulation auditing practices from the Yellow Pages industry, the Yellow Pages Association announced numbers of a different sort.

The association Wednesday released the results of its “2007 Metered Ad Study,” an advertising call-tracking report.

Sixty percent of the advertisers participating in the study said they experienced an increase in call volumes as a result of their Yellow Pages advertisements. In addition, national advertisers gained $27 in revenue for each dollar spent on Yellow Pages advertising, and local display advertisers earned about $13, according to the study.

The study also found that the midprice Yellow Pages local display ad delivers 444 calls per year at a cost per call of $29. The midprice national display advertisement delivers 979 calls per year at a cost per call of $15.

CRM Associates, Boulder, Colo., conducted the study on behalf of YPA. The study was conducted by placing unique telephone numbers in Yellow Pages advertisements that allow advertisers to determine how many customer contacts they receive through their advertisements.

—Carol Krol

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