With the minutiae of data available to the online marketer and click thru rates well below one tenth of one percent (Current click thru rates range from .06% to .17% according to stats Doubleclick provided Comscore in a June 2009 study), it’s no wonder that online display ads have come under fire.

With the rise of paid search driven by the game changing success of Google AdWords, display ads have been a remnant item on the media buy for some time now. Is there a way to make display units relevant again, beyond simply being a branding tool for brands that can afford to buy massive amounts of inventory?

Adgregate has a novel idea for display ad units—put the online shopping cart in the ad unit. However, that creates other issues, mainly questions centered around security. It’s one way to go at it, but I think I have an even better way, one that is much less frictionless for the consumer, but has the performance based conversion measure that marketers want.

Why not add Jaduka’s Click-And-Connect® web initiated calling to an ad unit? We are always trying to eliminate friction in the customer experience, taking a click away here, a step away there. For a direct to consumer product offering, why not make it possible for the consumer to initiate a call from within the ad unit itself?

Jaduka has the technology—it’s easy. On top of the ease for consumers to convert, measuring the success of the unit by how many calls it generates is a no-brainer. Good ad unit = phone rang off the hook. Poor ad unit = not so much. So there you go, a display ad unit with a performance element that for direct sales makes it super simple for consumers to call you to complete that order. But wait there’s more!

Adding Jaduka’s Click-and-Connect to an ad unit is painless. There are 2 flavors: in the first you simply include your toll free number in the ad unit creative (ideally a unique toll free number for each ad unit so you can track calls coming from each unit) and in the second flavor you add a phone number field and a ‘start call’ button to each ad unit. Consumers wanting to call simply enter their phone number into the phone fields within the ad unit and click the ‘start call’ button to initiate the call.

The phone call is carried over the regular telephone network—this is not VOIP. Click-and-Connect is simply initiating the call from the web to the regular switched telephone network so you are assured of the reliability and quality you are accustomed to when making a phone call. After that, it’s up to your call center to handle the call and hopefully make that sale!

Additionally, call status is displayed in the ad unit so a consumer knows that the call is being connected once initiated. Additionally, the ad unit will retain its regular click tag allowing visitors to click thru to the site if they have questions or need additional information before making their call to purchase.

To learn more about adding Click-And-Connect web initiated calling to your next campaign or if you are an ad network or publisher interested in discussing a partnership leveraging our technology, contact us at 800.880.9150 or email us at sales (at) Jaduka.com. Visit us online at www.Jaduka.com.

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