Calls Ring Up Rewards for Loyalty Member Programs

RingRevenue's call-based performance marketing delivers quality calls for advertisers and rewards for Tapjoy users through groundbreaking loyalty integration.

Results at a Glance

• Tens of thousands of calls to advertisers
• Superior call quality: 15 min. avg. call duration
• Loyalty members earn credit for qualifying calls

The Challenge

Tapjoy, Inc., a value exchange mobile ad network, has seen skyrocketing success by providing advertisers with a unique and effective way to reach targeted consumers on their smartphones and mobile devices. Through the company's Mobile Value Exchange™, consumers can access premium content or earn virtual currency by engaging in targeted marketing actions such as watching videos, installing applications, subscribing to services or otherwise engaging with ads on their smartphones. With more than 280 million mobile users engaging through its exchange, Tapjoy presents advertisers with huge potential for reaching consumers who have raised their hands and requested ads.

This model of affinity marketing has worked very well for Tapjoy. And since mobile is their core focus, the team at Tapjoy realized there was a tremendous opportunity to offer call-based advertising for the benefit of both their advertisers and end-users.

"At the end of the day, mobile phones are after all, phones. Placing a call is a very intuitive action for mobile users, and for many advertisers it is the preferred action they want their target consumers to take. This is especially true for advertisers like insurance companies, high-end retailers and financial firms who value phone calls because their products or service offerings are complex and often require a more consultative sales process," said Mihir Shah, President and CEO of Tapjoy. "With our Mobile Value Exchange we had all the systems in place to easily credit members for actions that take place from clicks, but no way to manage phone calls."

The Solution

Leveraging RingRevenue's call performance marketing platform, Tapjoy is now able to offer advertisers a call-based advertising option which connects mobile phone users directly to an advertiser's call center and immediately credits users for qualified phone engagements. Advertisers, including insurance giant Allstate, have begun taking advantage of this groundbreaking integration between affinity marketing and call-based performance marketing.

How It Works

Consumer Experience A mobile user in a Tapjoy game or application decides they want to take an action that will grant them virtual currency or access to premium content.

Behind the Scenes Campaign is configured to drive a phone call, instead of a click.

Consumer Experience A list of offers is available to them including one from Allstate. In this case, the offer is call- based and requires the member to receive an insurance quote in order to receive their reward.

Behind the Scenes A variety of offers are presented for the consumer to chose from.

Consumer Experience To participate in the offer, the member selects the Allstate offer, agrees to the terms of the offer, and taps to continue.

Behind the Scenes RingRevenue's RingPool™ technology provides a dedicated phone number that links the caller to the action being taken so they can receive their reward.

Consumer Experience The click launches an auto-dialer that begins to connect their call.

Behind the Scenes The call is placed and is connected to an Interactive Voice Response (IVR) system.

Consumer Experience The caller is passed through a series of quality filters to ensure advertiser qualifying criteria are met, and then connected to an agent to receive a quote.

Behind the Scenes The highly customizable IVR and other configuration options apply quality filtering before connecting the caller to an agent.

Consumer Experience Once the caller completes the qualifying action, their reward is issued and credited to their account.

Behind the Scenes Based on advertiser criteria for a qualifying action, when criteria has been met, RingRevenue sends notification that the caller has qualified for the reward. Rewards are instantly issued.

The Results

For loyalty providers, the ability to credit mobile users for call-based actions opens up a whole new world of advertiser offers. For advertisers who value calls, there is finally a way to participate in affinity programs and get quality calls to their call center.

In just a few short months, the integration between Tapjoy's Mobile Value Exchange and RingRevenue's call performance marketing platform has yielded tens of thousands of new calls to advertisers. Tapjoy's Mobile Value Exchange allows mobile users to request the ads and offers they are interested in. If a caller selects an offer, then makes it through the quality filtering process, chances are they are motivated and likely to complete the required action, like getting an insurance quote in the Allstate example.

"While call volume is certainly a compelling part of the story, the real result to look at is the quality of the calls being connected to agents," said Drew Thorne-Thomsen, VP of Customer Development for RingRevenue. "If you were to compare the calls being driven through this solution with those coming from a channel like search which arguably shows the greatest intent, you would be hard pressed to tell the difference."

"Qualifying call durations for an offer like Allstate's are averaging 15 minutes or more, which means the agents are spending time with prospective customers providing quotes for new insurance policies, which is exactly what a client like Allstate is looking for," said Jarrett Embry, Vice President of Marketing at Gen3 Marketing. "Working weekly with our account teams to review call quality and install controls, including additional IVR parameters, has been instrumental in hitting target volume and cost-per-quote goals for Allstate. We look forward to continuing the solid growth from this response channel."

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