eStara Launches New Advertising Tracking Services for Online Directory Publishers
Wed, 31/01/2007 - 15:31.
Products and services
eStara today launched a series of new features that allow Web browsers to send online directory and classified listings, or search engine results, via SMS, Skype, email and fax. Consumers can also save listing information in a variety of formats – including Outlook address book, Word, PDF and Web browser bookmarks. These Save & Send capabilities will allow online publishers and advertisers to more easily track the effectiveness of ad listings, and give consumers access to merchant information without having to search for it repeatedly.
In the growing, yet fiercely competitive world of local online advertising, directory and classifieds publishers are seeking new ways to deliver value to their advertisers. A recent survey by WebVisible/Nielsen found that as many as 35% of consumers will save listing information for later use, and nearly one-quarter of respondents will bookmark business listings. According to the study, “[The] availability of recall is likely to lead to repeat or latent business based on a single search experience especially when 89% [of consumers] reported contact with a vendor a second time.”
Internet advertising is forcing marketers to rethink their online advertising goals, while complicating the task of measuring effectiveness,” said John Federman, CEO, eStara. eStara’s Click Suite for Local Search, which power millions of advertisements around the globe -- including listings for Cox Newspapers, Idearc SuperPages.com, Yahoo! Europe and Sensis -- ensures that local marketers are meeting their business goals, and are maximizing value from every ad.”
With the addition of Save & Send, eStara rounds out its suite of tools for tracking and measuring local ad effectiveness. Save & Send capabilities, which are integrated into eStara’s Click Suite for Local Search, allow consumers to save or share the advertisement in whichever electronic format they desire – on their desktop, on the Web or on their mobile device – predisposing them to make repeat purchases from their preferred merchants, and giving publishers the ability to measure ROI more accurately for advertisers.
eStara Click Suite for Local Search includes:
- Click to Call
- Call Tracking
- Save & Send
- Call Recording
Additionally, eStara’s technology allows for dynamic call routing based on advertiser location, and real-time provisioning of any Click Suite capability. eStara’s real-time reporting features also make it easy for publishers to respond to advertiser concerns about ROI.
“ATG’s business is built on the concept of connecting buyers and sellers. Local media, such as yellow pages, search engine and online classifieds listings represent a pure growth opportunity for us,” said Bob Burke, CEO of ATG, eStara’s parent company. “One of the things that attracted us to eStara was their market-leading click to call and call tracking services in this space. We’re excited to see their continued innovation, and are committed to supporting eStara’s leadership role in the local directory market.”
For more information, visit www.eStara.com