Defender Direct sells affordable security systems to individuals who want to keep their homes and loved ones safe. To stay ahead of their competition and to ensure client satisfaction, Defender Direct staffed their call centers with consultants educated on the intricacies of their security systems.
To drive more calls to their call centers, DD decided to implement Click-to-call mobile ad campaigns.
"First, DD ran a Click-to-call campaign targeted to WAP mobile phones, giving users the option to place a call directly to their call center or visit their mobile site. After this campaign performed exceedingly well, DD's next move was to target high-end devices with full Internet browsers including the iPhone and Android platforms. The results were impressive. ROI for DD mobile campaigns exceeded the ROI for their desktop campaigns by a factor of two. By running Click-to-call campaigns on both WAP and high end devices, DD succeeded in driving more qualified leads to their call centers.
With an overwhelming 75-80% of DD's online advertising clicks coming from mobile devices, they have now allocated a quarter of their total online advertising budget to this platform."