David Rani recently wrote a story in the News & Observer about how YP publisher Dex One is investing $40 million in 2011 towards digital advertising. With the move, Dex hopes to improve its share of revenue from digital advertising by 20%.
Part of this new investment will include new technology that integrates mobile phones with advertisements via the use of QR Codes. There will also be automated systems to share online traffic with advertisers and a new training program for its sales force to keep them up-to-date on the latest technology and products.
This announcement is consistent with recent news from other publishers like Yellow Pages Group in Canada and Yell in the UK – that there is significant opportunity for digital growth within yellow pages companies in 2011.