When Joy Miskovich founded OFFERweb more than eight years ago, she wanted to give advertisers and publishers a new way to think about performance marketing: personalized service and a focus on building long-term relationships between her team, advertisers and merchants. OFFERweb’s motto, “Be a Part of Something Great”. I recently had the opportunity to sit down with Joy to talk about OFFERweb, performance marketing and their new pay-per-call program.

Gretchen: Thanks for taking some time out to chat with us about OFFERweb’s new pay-per-call program.

Joy: You are very welcome. We are very excited to be partnering with RingRevenue to bring pay-per-call to our clients.

Gretchen: There are a lot of performance marketing networks out there. What makes OFFERweb unique?

Joy: From the beginning, we have been a network focused on personal attention and high-quality programs for our publishers. For us, it’s about ensuring that each program is of high-value, offering a competitive publisher payout, with a long-shelf life to give publishers partnership opportunities with advertisers for years. That has been our focus and commitment on the online side and will continue to be our focus as we bring pay-per-call to our clients. Quality. Not quantity.

Gretchen: What do you think is the biggest challenge facing performance marketers today?

Joy: Finding the quality and volume of distribution partners they can build a campaign with. We see too many advertisers and affiliates come and go in this space. We focus only on those that were here yesterday, today, and will be around tomorrow.

Gretchen: What made you decide to get started with pay-per-call?

Joy: We’ve seen pay-per-call gain a lot of traction in performance marketing over the past year. RingRevenue is the standard for performance marketers looking to drive calls. In talking with our advertisers, we knew that many of their businesses would benefit from inbound voice leads as well as online leads. In fact, for some of our advertisers (especially those in traditional lead gen verticals) inbound phone leads make more sense than online leads. It cuts out the “middle man” so-to-speak for the consumer, creates a better overall experience and puts the consumer in direct contact with the advertiser at the moment when the advertiser’s service or product is top of mind.

Gretchen: How has the response been since you announced OFFERweb’s pay-per-call program?

Joy: There’s a lot of buzz among our advertisers and publishers, and beyond. We have several advertiser campaigns live already, with more getting ready to light up. Publishers are always looking for new ways to earn commissions, so they are excited to be able to start earning commissions from calls. And many are really eager to start working more with mobile and offline media channels.

Gretchen: What kind of programs are generating the most interest?

Joy: OFFERweb has had a lot of success in the traditional online lead gen space with verticals like extended warranties, insurance, higher-education and financial services. We are confident these types of programs are going to benefit from having a pay-per-call component. Right now we have auto warranty, load modification, and a couple of other interesting offers live and generating calls.

Gretchen: What about retail? Have you seen any interest from retail merchants?

Joy: We are particularly excited about this segment. There are a lot of advertisers we have worked with in the past where traditional online affiliate programs have not really been a fit. When you think about merchants like The Scooter Store, for example. They have a higher-ticket product that might require customization and where the consumer probably has at least a few questions before buying. Their target demographic is less likely to convert online and may be more comfortable talking with a sales rep over the phone. Pay-per-call offers a perfect way for retail merchants to take advantage of a pay-for-performance model, get more distribution from an experienced publisher base and get more revenue through inbound calls.

Gretchen: Looks like you will be attending ad:tech New York in a little less than a month. Got anything big planned for the show?

Joy: Continuing to spread the great news on our new medias aloud! We welcome everyone to stop by the booth to meet our team. We have some great offers in our queue that we’ll be unveiling for the show.

Gretchen: Thanks Joy for taking the time with us. We are looking forward to seeing your success with the program!

Joy: You are welcome! We are really happy to be working with the entire RingRevenue team. We certainly appreciate all the support you have given us in helping us grow our pay-per-call business. This is going to be a game changer for our advertisers and publishers.

OFFERweb will be exhibiting at ad:tech NY booth. Stop by and see them at Booth 1613.

Interested in signing up for OFFERweb’s pay-per-call program? Click here.