Freespee

Bye Bye Phone Booth – Hello Mobility!

This week we will witness two interesting events, at first glance totally unrelated, but in fact a great example of the technologically advanced age we are living in today.
The first is Telia, the once-upon-a-time incumbent telephony company in Sweden, which is now decommissioning the last set of its’ public telephone booths. This marks the end of an over 120-year long era of landline calling that culminated in the mid 80’s, just around the same time as mobile phones entered into the market. Hardly portable at the time, mobile phones quickly began to affect everyone’s daily life and today I think it’s fair to say that we can see the outcome of that development. Sorry Superman and Mr. Bond, you’ll need to look for something else from now on! RIP phone booths, you were good fun in the 90’s when we used you for various pranks.
The second one is Google, a company founded more than 100 years after the first telephone booth was ever set up. They will now change their ranking system overnight and rank websites that are mobile-friendly over the ones that are not, in the mobile search domain. They are clearly sending a signal to all those who have not made their website mobile-friendly,  ‘now is the time to act’. As a frequent smartphone user I can just say, “well played Google!”
I spend quite a sizeable part of my daily life commuting between home and work. Sitting on that bus with 30 other people who are all looking down at their smartphones, you really don’t need to be working in the field of space exploration to understand that people have gone mobile. Many are not just playing games or checking the weather, they are also calling to make appointments, getting that leaking sink fixed or arranging for that haircut they haven’t had time for yet.
Our figures tell us that calls made by mobile phones to businesses have increased more than 30% over just the past 2 years. Looking at the ratio between calls made by landlines and mobile phones, mobile calls are now clearly taking over. This wasn’t the case a few years ago.
For business owners out there it’s dead simple. Either embrace that people are finding you on their handheld devices or stay in your lane, put on your hat and watch competitors overtake. Also, don’t forget that the most native thing consumers can do with their smartphone still in 2015 is…. ‘drumroll’.. call you! Consumers want to talk with you, so don’t think of your call center as a cost center, instead take advantage of intelligent tools to make your consumers perceive you as a business that plays along with the way the world works today and treat them with the respect they deserve.
Remember, thanks to the likes of the phone booth, they are just doing the most natural thing one can do these days – Call!

Freespee Product Update: DoubleClick plugin

Freespee is very excited about the power of automatic bid strategies in products such as DoubleClick Search. With the addition of call data metrics, the mathematical algorithms can make much better bidding decisions. We are an integral part of closing a very big gap, and that’s why together with our friends at Google, we have developed a plugin for the Google DoubleClick Search.

 
In simple words, this means that when the plugin is enabled Freespee will feed information about calls to the customer DoubleClick Search account. In the feed, there will be information linking each call to the DoubleClick Search visitor and the particular ad that generated the conversion. The Freespee DS plugin utilises the DoubleClick Search Conversion API and feeds data to the customers DS account in real time. Bid strategies in the DoubleClick Search platform will be able to leverage this data and make better mathematical bid decisions based on more complete statistics (rather than partial statistics which will be the case of not accounting for call conversions).

The impact of the DoubleClick integration can bring drastic changes to the amount of data available to the advertiser. If you’re curious to know more, this is a great blog post to get you up to speed with some fancier details about DoubleClick.

 
In the Freespee platform, when activating the plugin, you can choose which Action Tag in the DoubleClick Search platform to attribute calls to. For example, you can choose to send calls that are considered successful (dependent on your selected call qualification criteria in the Freespee platform) to one Action Tag and all other calls to another Action Tag.

Setting up the Google DoubleClick plugin is really easy – our helpdesk will guide you through the simple process.

Freespee tools for developers

Along with the latest version of the Freespee Call Advertising Suite, we also announced the public availability of our Application Programming Interface (API) for developers. The Freespee API is the world’s first call advertising API which is purpose-built to serve all call-intensive verticals: Local search, online classifieds, affiliate marketing, vertical search and price comparison, as well as mobile advertising.

 
 

We are very proud to say that the biggest media groups in Europe and the U.S. already trust our API to build their own call advertising tools, or simply integrate our platform with their own. However, for some audience, we will always miss some features, and there is no better way to extend a platform than to offer a simple but powerful API for that audience. We have exposed everything in our platform, so any developer can build their own call advertising service in a few lines of code, or integrate to an existing ad network or content management system.
Here’s an overview of the Developers section:
Freespee API documentation
Introduction | Resources | Examples | Version history
Freespee Tracking Methods
Dynamic Numbers | Online Click-to-Call | Mobile Tracking SDK
Did you know that using the Mobile Tracking SDK for iPhone and Android you can do full call tracking with Freespee Analytics and Freespee Performance without changing any phone numbers? Or that you can now find code examples to build your own call advertising applications?
See more at our Developer section and contact me if you have any questions or would like to give feedback!