Posts Tagged ‘IYP’

More Than 1,700 Students Participate in YPA’s Yellow Pages Advertising Challenge

Wednesday, May 19, 2010

While Yellow Pages continue to be one of the most widely-used mediums for local business search, the industry’s offerings are rarely discussed in college and university marketing and advertising classes— leaving the next generation of advertisers and marketers in the dark about the benefits of multi-platform local advertising.

Five years ago, the Yellow Pages Association launched a competition designed to raise awareness for print and Internet Yellow Pages advertising among college and university advertising and marketing students, as well as increase the likelihood that instructors would cover Yellow Pages in their course materials.

The Yellow Pages Advertising Challenge asks undergraduate students at two and four year U.S. and Canadian colleges and universities to create print and Internet Yellow Pages advertising for a local business. The program provides valuable “real-world” experience for students just starting their academic careers in curricula including marketing, advertising, and graphic design. It also increases their exposure to Yellow Pages, their overall positive experiences and/or attitude towards its offerings, as well as their perceptions about the role Yellow Pages plays in the advertising mix.

In addition to having their work showcased on the YPA Academic website, and competition winners and faculty sponsors share nearly $10,000 in total award prizes.

We are delighted to announce that the 2009-2010 academic year competition was the most successful ever with approximately 1,050 combined entries from more than 1,700 students across nearly 150 schools.

This year’s top three winners include:

First Place: Ashley Rich
Faculty Sponsor: Carole Mauge-Lewis
School: Kennesaw State University

View entry here.

Second Place: Kelsey Kohler
Roland Rueppell
Faculty Sponsor: Victoria Muschek
School: San Diego State University

View entry here.

Third Place: Joseph Byer, Jr.
Faculty Sponsor: Vivek Madupu
School: Missouri Western State University

View entry here.


AT&T Interactive and Citysearch Announce Distribution Agreement

Friday, May 7, 2010

This week, we’ve discussed the importance of multi-platform advertising for local businesses seeking to reach ready-to-buy consumers wherever they are. Now, I’m eager to highlight the significance of inter-platform advertising opportunities as a means of generating additional visibility and leads.

On the digital front, our industry is not only expanding the reach of Internet Yellow Pages directories, we’re also partnering with a variety of popular local search sites including Yelp and Citysearch in an effort to provide our clients with more ways to reach online consumers.

This week, AT&T Interactive—which recently rebranded its flagship YP.COM and added new features to its YPMobile app—became the latest Yellow Pages company to announce a new distribution agreement with Citysearch. The move comes just a month after Dex One and Citysearch entered into a similar partnership.

Under the new arrangement, sponsored listings from YP.COM will have the opportunity to appear on CityGrid, Citysearch’s extensive local content and advertising network. The new agreement builds on an existing relationship between Citysearch and AT&T Interactive where Citysearch listings, user reviews and editorial content have the opportunity to be displayed on YP.COM.

Additionally, YP.COM advertisers will have the opportunity to place ads alongside content on Citysearch or other CityGrid publisher web properties, and CityGrid reseller partners will have access to distribute advertising across YP.COM.

This open arrangement benefits local businesses by allowing them to explore new, exciting online advertising opportunities— all within their established Yellow Pages marketing strategies.

For more information, read the full AT&T Interactive and Citysearch release here.

Sensis: ‘Traditional and Digital Together is Far More Powerful Than Digital Alone’

Wednesday, May 5, 2010

Earlier this week, I shared an article I wrote for Search Engine Land that talked about the importance of multi-platform advertising in generating new leads for local businesses.

Today, I’m happy to see that our Australian member Sensis—which I cited in the article—also shares my view that generating local business visibility across various channels increases the opportunity for meaningful results.

In a post on the company’s blog, Speaking Sensis, Wayne Aspland discusses two recent studies which show that despite common perceptions, both digital and traditional media usage are up recently. As he explains, increases in online usage have not come at the expense of traditional usage – instead, digital and traditional usage have grown together.

Given this data, Wayne argues that “we should put an end to these phony media wars and start realizing we’re all in this together…because, clearly, that’s what consumers (and advertisers) want.”

I couldn’t agree more. Here’s the link to Wayne’s post.

The Importance of Multi-Platform Advertising

Monday, May 3, 2010

In my Search Engine Land article posted today, I talk about how in today’s digital world, the most successful local search campaigns are those that create integration and leverage audiences across technologies.

Just last week, we blogged about findings from a recent Sensis “free pizza” campaign which found that when consumers need to locate local business information, the majority turn to Yellow Pages’ various offerings.

That’s why a multi-platform approach, championed by our industry, makes the most sense for local business advertising. It realizes the benefits and opportunities available across all forms of media, whether they’re in print, online or on mobile.

To read my full Search Engine Land article, click here.

Sensis ‘Free Pizza’ Campaign Shows: When it Comes to Finding New Business, Yellow Pages are Still 70% of the Pie

Monday, April 26, 2010

Over the past few months, we’ve released new data that reinforces the ongoing value of print and Internet Yellow Pages to local businesses. Now a new advertising campaign by Sensis, an Australian Yellow Pages provider, shows that when put to the test, our findings match up closely with the real world.

As The Australian reports, Sensis opened a new Melbourne restaurant, the Hidden Pizza Restaurant, in the basement of an alleyway earlier this month. Flyers distributed in the local area, as well as the restaurant’s website and Facebook page, offered a free pizza to consumers who could find its location during a two week period. The restaurant’s blog told consumers to, “just look us up the way you would any other business.”

Data collected during the campaign, which concluded April 25, found that of the 8,000 consumers who located the restaurant, 70% found their way via a paid Internet Yellow Pages listing, through paid search engine listings that Sensis placed, or from a print Yellow Pages directory (which were delivered shortly before the campaign began). Blogs, social media, and other forms of word-of-mouth accounted for the other 30% of customers, the company said.

We’re very encouraged by the results of this campaign, which we believe illustrate the strength of Yellow Pages’ multi-platform advertising model in driving real leads for local businesses.

For more, read the full The Australian article here.

YPA Data is eMarketer Stat of the Day

Monday, April 26, 2010

eMarketer, a leading digital research and trend analysis company, featured data from our Local Media Tracking Study yesterday in its popular e-newsletter and on its website.

The story, entitled “Finding Consumers Who are Ready To Buy,” discussed our research, conducted by Burke, which found that eight out of ten print and Internet Yellow Pages searches in 2009 were conducted by people who said they were ready to buy. The article also talked about additional data which found that two-third of respondents said print and Internet Yellow Pages were more trustworthy and accurate than search engines for finding local business information.

We’re excited to see that eMarketer published another statistic from our research as their Facebook “Stat of the Day” on Friday. It’s nice to see that the online community is taking note of our data and the continued role that Yellow Pages platforms provide in generating leads in our rapidly changing media environment.

Mediatel’s Kimberli Lewis Highlights Female Purchasing Power at the Women’s Networking Receptio

Monday, April 19, 2010

The ladies of the YPA really look forward to the women’s networking reception each year at the annual conference, and this year’s gathering did not disappoint. Not only did the guests have a great occasion to network and hear updates from the women helping the industry to transform – but they were also treated to a fun and unexpected history lesson from Kimberli Lewis of Mediatel on the evolution of women’s purchasing power from the 18260 to present.

According to Lewis, women went from having no voice in their family’s day-to-day purchases the late 1800s to more voice in the 1920s during World War to becoming chief decision officers today – accounting for 85% of purchases.

“In Europe, our data shows us that three out of four women make the purchase in most households and 75% of those purchase are being made online,” she added.

Lewis argued that understanding the female approach to purchasing is a key to innovation.

“IYPs that integrate social media and brand-specific search functionality are essential,” she said. “They tap into two key insights: First, that 75% of online shoppers seek suggestions when making a purchase and second, that the average family mentions brands 90 times per week. This is the way consumers are operating and we need to adapt to that.”

Take notice, ladies: To better tap into the female purchasing cycle, Lewis suggested that more should be done to increase female executive leadership in the industry.

“If you want to know whether we are transforming, you have to ask who is leading the innovations in IYP platforms. Women make 85% of purchasing decisions – but represent only 18.2% of the CEOs in the industry globally.” An eye-opening number.

Special thanks are also owed to Lisa Mahoney of Century Interactive who led the annual raffle. A key prize among this year’s give-aways was a new iPad tablet… perfect to stay on top of the latest mobile innovations.

YPA Launches YPA ELITE IYP and Share of Voice Offerings

Monday, April 19, 2010

YPA announced today at its annual conference the addition of two new YPA offerings that will help improve the efficiency and effectiveness of Yellow Pages advertising:

  • YPA ELITE IYP®, a new proprietary industry system created with MediaTraks that allows publishers and Certified Marketing Representatives (CMRs) to facilitate national orders, graphics and artwork transmittal transactions for Internet Yellow Pages and other digital products. YPA ELITE IYP® is the Internet Yellow Pages extension of YPA ELITE®, the sole processing system for national print Yellow Pages orders, which currently executes close to 4 million transactions each year.
  • Share of Voice®, an interface that will enable publishers and CMRs to conduct detailed directory analyses for client and marketing purposes faster and more cost effectively.  This new system will assist local and national sales channels in efficiently assessing the competitiveness of their clients and providing a high quality media planning tool to help defend and grow Yellow Pages revenue.  YPA is uniquely positioned to provide this tool due to its Directories Online system, which encompasses more than 7,000 Yellow Pages directories.

As the Yellow Pages industry continues to transform, YPA is doing its part to help facilitate continued growth by creating new, innovative systems that will deliver quality advertising opportunities and results for our national clients. We believe publishers and CMRs across the country will benefit from using these best-in-class services.

For more information, read our press release here.

Study: 8 Out of 10 Print and Internet Yellow Pages Users Ready to Buy

Tuesday, April 13, 2010

Last month, we released the results of our first Local Media Tracking Survey, which showed that Yellow Pages continued to perform well in local search in 2009.

In addition to capturing the greatest reach across media platforms for consumers searching for local businesses, results of the study—which cites data from Burke and comScore—indicated that print and Internet Yellow Pages generated approximately 16.9 billion combined references during the year. The study also found that Yellow Pages maintained high levels of consumer trust in its listings.

While reach and trust are both important indicators for evaluating Yellow Pages’ continued success as a visibility platform for local businesses in their communities, an additional key factor to consider has to do with what kinds of consumers Yellow Pages attract. Are these consumers who are interested in locating local businesses to make a purchase—and do they actually end up making purchases? Do they already know which businesses they’re looking for when they consult Yellow Pages, or are they using directories to find new businesses?

Today, we have new data from the study which show that the vast majority of consumers who consult print and Internet Yellow Pages sites for local business information are “ready to buy” after their search:

  • 8 out of 10 Internet Yellow Pages searches were from people who said they were ready to buy, with 36% reporting they had made a purchase after finding a local business at an Internet Yellow Pages site, and an additional 44% saying they intended to make a purchase.
  • Approximately 8 out of 10 print Yellow Pages searches were from people who said they were ready to buy, with 39% reporting they had made a purchase after finding local business in a print Yellow Pages directory, and an additional 39% saying they intended to make a purchase.

Additionally, new data show that Yellow Pages platforms continue to attract new customers for local businesses:

  • 40% of those who made a purchase said they found and made that purchase from a new company after reviewing local information on an Internet Yellow Pages site.
  • 35% of those who made a purchase said they found and made a purchase from a new company after reviewing local information in a print Yellow Pages directory.
  • Of searches made by people who used Internet Yellow Pages, 37% said they had no company name in mind when they started their search.
  • Of references made by people who used print Yellow Pages, 34% said they had no company name in mind when they started their search.

For years, local businesses have relied on Yellow Pages to help them generate qualified new leads from consumers who are ready to buy products or services. These new data show that Yellow Pages’ print and online platforms continue to deliver on that promise. By implementing Yellow Pages’ hybrid approach, local businesses benefit from its unparalleled reach, trust, and ability to attract new customers who are willing to make purchases.