The Yellow Pages Association has put out data from a call tracking study this morning that shows a high return on investment for display advertisers:
- Yellow Pages sales revenue is more than 27:1 for national display advertisers and nearly 13:1 for local display advertisers.
- 60 percent of advertisers experienced an increase in call volumes in the second year of the study.
- Of the advertisers that experienced a growth in call volume the second year, the average increase of leads was 49 percent.
- The median Yellow Pages local display advertisement delivers 444 calls per year at a cost per call of $29.The median national display advertisement delivers 979 calls per year at a cost per call of $15.
Here’s the press release.
I wish I had the quick ability to compare that to online at the moment. Maybe somebody else can do the calculation in my absence.