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YP’s Mobile Properties Attract Users with Spending Power

Tuesday, July 22, 2014

With more than 10 million downloads of its mobile app and approximately 30 million monthly unique visits across its app and mobile websites, offers advertisers a great way to reach consumers searching for local business information via their mobile devices.

Not only does attract a strong cross-section of users, but those users trend younger and carry some serious spending power.  The typical mobile user is between 25-44 years old and makes more than $75,000 annually, according to the latest comScore MobiLens data, although the site has users across all age and income groups.

Source: comScore MobiLens May 2014

Source: comScore MobiLens May 2014

Last year, YP reported $378 million in mobile ad revenue and noted that half of its audience came from mobile devices. Recently, YP CEO David Krantz was quoted as saying, “we were mobile before mobile was cool” – a claim that seems to be validated by the company’s strong mobile performance indicators.

YP is continuing to attract mobile users and driving mobile ad revenue with new mobile offerings, such as its recently released offering, My Book. An alternative to reviews and tips, this new tool allows both mobile and desktop users to create and manage lists of their favorite businesses. With this data, YP is able to provide users with recommendations based on the number of “favorites” each business has.

Krantz has been very public in his comments regarding the importance of YP’s mobile strategy – and rightfully so. Mobile local searches are driving consumer actions and continue to transform the way consumers interact with local business information. In addition, since YP’s mobile properties are attracting users with spending power, they are poised to remain a major local player that offers strong results for advertisers.

New YP Ad Campaign Promotes ‘The New Way To Do’

Tuesday, September 17, 2013


This month, YP is debuting a new logo and tagline, “The new way to do,” as part of a multi-channel brand and advertising campaign to highlight the company’s “commitment to be the most efficient tool to getting the job done.” The campaign highlights YP’s mobile app, which underwent a major resign late last month.


YP is positioning its mobile app as a better alternative for people who are busy, want to get a lot done and need YP to connect them with businesses that can help. For example, one ad features the line, “search and you shall only find. yp and you shall finish,” followed by the phrase, “18 million businesses, one app.”

In an interview with Ad Week, Alex Kaminsky, VP of brand and advertising at YP, said YP stands out from search engines, review sites, social networks and other products that provide local business information:

“I wanted to be very explicit that we are not a social media business. We’re not about just searching. We’re about getting things done….The Googles, the Yelps, the other companies – they have great products and they have terrific brands, but I think we have a more active approach to helping people get stuff done.”

YP is rolling out its new campaign with outdoor ads in New York and San Francisco, and will extend to Los Angeles and Atlanta next month. The company is also introducing display, search and pre-roll video ads, as well as radio and event sponsorships at festivals and sporting events.

YP Campaign

Additionally, MediaPost reports that YP is building a Facebook app that will invite people to post and share their to-do lists, including “I need to rake leaves this weekend” and “find a wedding gift.” The app will use keywords and geo-targeting to connect people and make recommendations on local companies to help.

I think YP’s new branding, as well as the creative and social media tools it is introducing to support its roll-out, will help position the company as a unique alternative in an increasingly crowded market. I look forward to seeing how the campaign plays out over the coming months.

New Infographic Shows How Influential Yelp Reviews Are In Local Search

Thursday, September 5, 2013

We often talk about the growing influence of online reviews in driving local purchasing decisions. We came across an interesting new infographic from Merchant Warehouse, created by Column Five, which compiles recent research to illustrate just how significant a local business’ presence on Yelp, the online review site, plays in its ability to attract customers and new business.

As the graphic shows, there’s a lot that more that local businesses can and should be doing to engage potential and existing customers on local sites like Yelp and others – ranging from Google Places to,, and Check it out.

Yelp Launches Refreshed Homepage

Thursday, July 12, 2012

Earlier this week, YP introduced a new face to its flagship website, which continues to rank as a top 40 web domain, according to comScore. Since spinning off from AT&T two months ago, YP has introduced several product updates including a new homepage, as well as a new mobile app called Gas Guru.

As the video tour above shows, the updates give businesses more visibility among potential customers within their local YP community, right on the homepage, enabling users to discover more local businesses. The new homepage aligns with YPs focus on building products and features that shift search to be more about decision-making to help users get things done.

Yesterday, we blogged about the recently released YP Local Insights Digital Report, which noted that YP’s mobile apps drove two calls to a business every second in Q2 2012. While mobile apps present a different on-the-go opportunity, YP believes this same approach can be allied to online search.

Take a look at the and let us know what you think!

YP: Restaurants Still the Most Searched Category Locally

Wednesday, July 11, 2012

 Last week, YP released its quarterly Local Insights Report, which focuses on online and mobile data trends from its Local Ad Network. The report’s findings provided some interesting perspective on continued trends in local search and offered new data on which local businesses are advertising the most through its network.

In Q2 2012, Restaurants continued to be the most searched category for both mobile and online platforms. Financial Services, Auto Repair, Real Estate, and Beauty Services rounded out the top five.

The fastest growing search categories in Q2 were Family Services, Wedding Planning & Supplies, and Pharmacies.

YP also included its list of Top Local Advertiser Categories by ad spend based on its network of more than 500,000 advertisers. The top three categories were Medical, Contractors & Construction, and Legal Services.

YP recently did a study about the ready-to-buy consumer and the quality of leads from its search products, which found that 56% of visitors to its local ad network followed up their search with a purchase. Those consumers made an average of 2.7 transactions per month with the businesses they found on YP’s properties, at an average value of $159 per purchase. Those are some pretty impressive numbers!

YP’s Local Insights Report does a great job of illustrating the central role Yellow Pages products play in connecting local businesses and consumers in a variety of business categories. Click here to read the full report.

Implied Intelligence Test Proves Yellow Pages Sites Beat Google in Accuracy

Monday, April 16, 2012

Last year, results from our “Local Media Tracking Study” conducted by Burke showed that consumers consider Yellow Pages listings the most accurate when compared to other local search media. Now a new listings accuracy test conducted by Denver-based Implied Intelligence confirms what consumers have said along.

According to an article by Greg Sterling on Search Engine Land, Implied Intelligence hand-checked 1,000 independent, U.S.-based local business websites and compared the information it captured to data on major local search websites including Bing Maps, Citysearch, DexKnows, Foursquare, SuperPages, and others. Each site was scored on whether it listed the business, contained duplicates, included accurate information, and the amount of additional content it incorporated (e.g., content beyond business name, phone number, etc.).

As the chart above indicates, Internet Yellow Pages websites and SuperPages beat out Google and other local sites when it came to listing duplicates and phone and address errors.

Additionally, beat out Google and other local sites when measuring the amount of additional information incorporated in a listing, including the business URL, hours of operation, and other helpful background.

When measured collectively, both SuperPages and bested Google Maps and other local sites on all accuracy measures.

I think this study reinforces our belief that local businesses and consumers benefit from the unmatched accuracy of Yellow Pages listings. The high quality of Yellow Pages listings has been recognized within the local search industry itself, as various search engines and local sites have entered into agreements with Yellow Pages companies to incorporate and supplement their listings. I’m glad to see that as we move into the online and mobile space, Yellow Pages providers are continuing to lead the field in this important measure.

AT&T Sells Majority Stake of Yellow Pages Units to Cerberus Capital Management

Monday, April 9, 2012

AT&T announced plans this morning to sell a majority stake of its Yellow Pages business – including AT&T Advertising Solutions and AT&T Interactive – to private-equity firm Cerberus Capital Management LP for $950 million. AT&T, which is reconfiguring its business to focus on wireless, will maintain a 47% ownership stake in the new independent company, YP Holdings LLC (YP).

According to the press release, the new YP will include:

  • Approximately 1,200 The Real Yellow Pages® print directory titles reaching about 150 million homes and businesses in 22 states;
  •, a top 40 website according to a leading global digital measurement firm;
  • The YPSM Local Ad Network, which includes more than 300 mobile and online publisher websites nationwide providing digital reach to more than 71 million monthly unique visitors; and
  • The YPmobile® app, which allows users to search local businesses from their mobile devices.

The release states that the affected AT&T business units generated approximately $3.3 billion in revenues in 2011. The Wall Street Journal notes that the deal values the businesses at about $1.42 billion in equity – a value higher than those of popular local search sites like Yelp and Angie’s List. This high figure speaks to the continued value of Yellow Pages products in the local search marketplace.

José Gutiérrez, president and CEO of AT&T Advertising Solutions, said in the release, “This transaction makes strategic sense for both AT&T and Advertising Solutions. It enables AT&T to focus on its core strategy of leadership in wireless, IP, cloud- and application-based services. At the same time, it gives our advertising customers, partners and developers continued access to strong advertising and search innovation and performance.”

I agree this is good news for AT&T Advertising Solutions and AT&T Interactive, and our industry as a whole. The move provides both business units with the ability to move forward under a single local search and advertising strategy and leadership. Additionally, Cerberus, one of the nation’s largest private equity firms, is known for staking its reputation on the ability to drive growth in the businesses it acquires. This will be key to meeting the challenges of today’s evolving local search space and further developing AT&T’s leadership in local online and mobile search.

AT&T Interactive: Availability of Menus Plays Key Role in Local Restaurant Searches

Monday, March 5, 2012

AT&T Interactive recently announced some interesting stats about the positive impact that the addition of menus to its local restaurant listings is playing in driving hungry consumers into area eateries.

The company, which partnered with New York City start-up SinglePlatform last year to add the menus of more than 300,000 restaurants to and its growing portfolio of mobile and tablet apps (which now also include the Kindle Fire), said that the introduction of menus on YP smartphone apps alone had generated a notable impact:

  • Restaurant Searches: Restaurant searches per visitor have more than tripled.
  • Phone calls and maps/directions: The number of phone calls and requests for maps/directions to restaurants per visitor has more than doubled.
  • Usage: 35% of smartphone users clicked on menus, when available, saving their time and likely the restaurant’s time, too.

AT&T’s move to add menus to its local search listings represents a growing trend in the industry. Last September, Google announced its acquisition of Zagat, highlighting the importance of local restaurant review sites (Zagat also features restaurant menus in its listings).

These great results are just one example of how valuable the availability of relevant business information in local listings can be in generating new customer sales.

AT&T Interactive Launches Reseller Program; SuperMedia Joins as First Partner

Tuesday, December 13, 2011

In a joint press release this morning, AT&T Interactive and SuperMedia announced an agreement for SuperMedia media consultants to offer subscription-based advertising products nationwide to small businesses beginning in the first quarter of 2012.

SuperMedia will serve as the first premier channel partner to join AT&T Interactive’s new YP Authorized Reseller Program. According to AT&T, the reseller program will also be available to other resellers in the near future, helping to supplement the company’s existing local advertising sales force – which it says is the largest in the country.

Click here to read the full release. We’ll be watching these developments with interest over the coming year.

Google Acquires The Dealmap

Wednesday, August 3, 2011

Many of us watched with great interest last year when Google tried to acquire Groupon, the popular daily deals site. After that deal didn’t move forward, Google created its own location-based daily deals service, Google Offers, which beta launched in April.

This week, Google is taking its daily deals efforts to the next level with its widely-reported acquisition of The Dealmap, a start-up that aggregates discounts from about 450 daily deals sites, organizes them by location, and displays them for users on its website and mobile app. Since it launched in May 2010, The Dealmap has racked up an impressive user count of more than two million.

While the specifics of how Google will leverage The Dealmap acquisition are not immediately clear, what is apparent is that the daily deals space is seen by many in our industry as a key avenue for future growth. Recent evidence ranges from AT&T’s’s Daily Deals debut in July, Facebook’s Daily Deals in May, and Yellow Pages Group and Yellowbook last year – just to name a few.

Our industry isn’t indulging in speculation, but basing their strategies on sound research. Our latest State of Local Search study found that daily deals yield extremely high levels of satisfaction and repeat customers.

We’ll all be keeping a close eye on how this exciting segment of our business continues to evolve.