Marketing Featured ANZ

Marketing specialist Delacon bags three new accounts for call analytics services

Sydney, Australia – The Australian arm of Delacon, a global marketing specialist that provides a platform for brands in call analytics, has signed in three new accounts namely auto parts brand Bridgestone Australia, energy retailer Simple Energy, and payment terminal Smart Pay.

The three are the latest brands to engage Delacon to measure advertising campaign performance and ensure optimization. . Delacon shared that it has added more than 40 new clients over the past six months, which it sees as a result of the new working from home culture leading to a surge in calls with consumers preferring voice-to-voice exchanges over online exchanges.

Michael Center, CEO at Delacon said, “We’re delighted to be working with leading brands such as Bridgestone Australia, Simply Energy, and Smart Pay to help maximize their marketing investment and provide granular call tracking data to inform future media planning.”

Through the new partnerships, the three companies will be utilizing Delacon’s call tracking solution to help determine which marketing channels are producing the most calls, to achieve optimization, and to aim for a return on advertising spend. 

“Delacon has seen huge growth from organizations wanting to better track inbound calls from consumers during the pandemic as marketers re-evaluate ad spend across all channels, including phone calls. With more calls coming in, it has never been more important for companies to ensure they are able to provide excellent customer service over the phone and track where these calls are coming from,” Center added.

The agency notes that between June and August last year, phone call volumes have doubled when compared to the total call time minutes from the same period in 2019. These call surges are seen in health and general insurance, banking, telcos, home improvement, and B2B products and services.

Technology Featured Global

dentsu Media to utilize media analytics Comscore for localized market insights

Virginia, USA – dentsu Media has expanded its existing partnership with media analytics company Comscore which will add dentsu’s M1 advanced audiences platform to its local market agreement.

One of Comscore’s services is instigating change in television measurement by enabling the adoption of advanced audiences and the move to impressions, which allow the industry to go beyond age and gender and evaluate based on consumer behaviors, interests and lifestyles.

“We believe in the meaningful progress that our agencies can deliver for our clients through the use of M1’s advanced audience capabilities for local investment, and Comscore’s transformative approach to data and currency makes us even stronger,” said Jennifer Hungerbuhler, EVP, managing director, local video and audio investment at dentsu Media

She added, “Furthermore, the integration of over 10 million additional households into Comscore’s measurement footprint was a real driver for us, and we look forward to transacting on the audience-based data in 2021.”

Meanwhile, Carol Hinnant, chief revenue officer at Comscore commented, “We are excited to continue our partnership with dentsu Media. They are forward thinkers and we are proud to expand our efforts with them.”