Welcome to the new InfoWorx Direct blog. We are a Pay Per Call Media Agency specializing in TV, Radio & Mobile leads. Make no mistake – TV leads are the highest quality leads followed closely by Radio leads. Mobile click to call leads require an IVR to prevent accidental calls and these sources are gaining momentum. Your agency needs good sourcing to maintain call quality on Mobile leads.
One of our longest running clients often says “a lead is a lead is a lead.” But it’s NOT TRUE. An exclusive lead is much better than a shared lead and a TV or Radio lead in which the viewer may have seen/heard the commercial many times is an even better exclusive lead.
Lead quality is also determined by call duration buffers. Other pay per call shops like to send sends their clients connected calls and brag about call volume. As we all know, quantity does not equal quality. Connected calls means lots of junk calls. You get what you pay for, and a call duration buffer helps insure a good quality call. At my agency, we recommend :30 second buffers, which seem to help both buyers and media outlets. Remember there is a limited amount of TV inventory so conversions on the vendor side are important. The bottom line is, of course, CPA – and an exclusive TV lead generally converts the best. Follow me on Google+ or Twitter.