Study: Yellow Pages Deliver Robust ROI for Advertisers

April 3, 2008

This article is included in these additional categories:

Local & Directories / Small Biz

Yellow Pages, a $31 billion industry worldwide, continue to offer advertisers a large volume of valuable customer leads – and high ROI – according to new call-tracking data issued by the Yellow Pages Association (YPA), based on a study by CRM Associates.

Yellow Pages sales return on investment is more than 27:1 for national display advertisers and nearly 13:1 for local display advertisers, according to the research.

Moreover, Yellow Pages advertiser call volumes increased for the majority of advertisers, the study found. Some 60% of Yellow Pages advertisers participating in the call-tracking study said they experienced an increase in call volumes in what was the second year of the study.

Additional findings:

  • Of the advertisers that experienced a growth in call volume the second year, the average increase of leads was 49%.
  • 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.

“The Yellow Pages continue to deliver a large volume of high-quality, cost-effective leads for local and national advertisers,” said Neg Norton, president of YPA. “These leads are from consumers who are ready to buy, making the Yellow Pages the most efficient means for advertisers to influence local purchasing decisions.”

About the data: CRM Associates of Boulder, Colo., conducts studies on behalf of the YPA. The studies are conducted by placing unique telephone numbers in Yellow Pages advertisements, which allow advertisers to determine how many customer contacts they receive through their advertisements. The 2007 Metered Ad Study contained a sample of 2,290 local advertisers who had the same size and type of display advertisement in the same market and heading for two years, between 2004 and 2006 (either 2004-2005, 2005-2006, or both).

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