Some ads for mobile have the ability to trigger a call directly to the business. Interested viewers can talk to a representative if they want to know more about a product, service, or promo. This type of ad can increase conversion rate and prove more profitable than simply taking them to a landing page.
The calls can be monitored and measured to get a feel for the effectiveness of the marketing strategy. While it may not be possible to listen in, call tracking companies can get statistics on the length of the call, the caller’s origin, device used, and other interesting information.
Longer calls are deemed to be more successful as this is likely to result in more information exchange between the caller and the representative. The cut-off will depend on the spiel and number of details needed from the caller.