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Digital players are utilizing call measurement as a way to demonstrate ROI in real time. Along these lines, Telmetrics announced today at the Local Search Association conference in Las Vegas that its digital call measurement programs grew 30 percent year-over-year in Q1.

Duration for calls placed from digital ads are also on the rise, having grown 62 percent on average for IYP ads since 2009, to 2.1 minutes. Telmetrics President Bill Dinan says that even pay-per-click titans began pursuing call-based programs last year to help monetize offline leads delivered to advertisers.

Moving forward, Dinan expects adoption by digital providers “to continue as they take advantage of newer call tracking innovations, including dynamic number insertion and speech-to-text solutions, to prove performance, gain attribution, validate distribution strategies and retain advertisers.”

In total, Telmetrics’ call measurement solutions track leads generated from local search advertising for thousands of SMBs and national franchisers.

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