Posts Tagged ‘YP’

Day 2 at LSA|14 features speakers from Bing, Google, JiWire, PlaceIQ and more!

Tuesday, April 8, 2014

You saw the exciting activities, events and Idea Labs set for Day 1 of our 3-day jam-packed event, April 27-29 in SoCal.  Now let’s take a look at some of the highlights for Day 2 of LSA|14:

Main Stage Sessions

  • Kristen Coit, Head of Directories and Web Hosting (Google)
  • The Cross-Screen Opportunity (Mobile Media Summit, Digitaria)
  • Making it Easy for Small Businesses (Bing)
  • Measuring Real World Results from Mobile Ads (xAd, JiWire, PlaceIQ, YP)
  • National Advertiser Perspective (VCA Animal Hospital)
  • How Digital Offers & Couponing Help Customers Find Locations (Street Fight, Retale, Wanderful Media)
  • Global Leadership Panel (YP, Sensis, Zap Group, Trudon Ltd., Radicle Consulting)

For a list of all the sessions and descriptions of each, visit the Agenda Page.

New Member/Partner Member Yacht Cruise (invitation only)
This exclusive networking event will take place on board the Ambassador yacht for a few hours of cruising the coast.  Sponsored by Thrive Analytics and Local Market Launch, this will be a great way to make new connections while taking in the beautiful scenery of Southern California.

Findability: Discovery and the Real Value of Content in Local Search
While enjoying breakfast, hear about the differences between consumers looking for a specific branded product, service or provider versus consumers looking without a product, service or provider in mind. The latter is how the vast majority of searches take place and represents a true growth opportunity in local search online and also the vast majority of the searches taking place. Local Market Launch will explore what content is important, how to produce it, who in or outside the organization should produce it and where it should be distributed to address this market opportunity.

For more details, visit our Agenda Page – and if you haven’t already done so, register now for LSA|14!

From 60 to 16: Announcing Our Ad to Action Awards Finalists

Monday, April 7, 2014

In order to support and encourage innovation in Last Mile Advertising, last December we launched the Ad to Action Awards, a competition designed to bring forward the most creative and effective new local advertising products that drive calls, clicks and store visits for local businesses.

By the end of our submission period in February, we had received 60 outstanding entries across our eight awards categories. Just last week, our judging panel – which included a diverse and notable group of industry experts, analysts, media and practitioners – completed their evaluation of these great innovations.

Today I’m pleased to announce our Ad to Action Awards finalists. The awards winners will be announced at our 2014 Local Search Association Conference in Huntington Beach, Calif. on April 28. Following the announcement ceremony, our awards winners will be treated to a private lunch with our featured speaker Steve Wozniak. In the weeks and months following, they will receive our industry’s support in successfully going-to-market.

So without further adieu, here are our finalists:

Business Listings  

  • Local Listing Manager™ by Rio SEO: “Rio SEO’s Local Listing Manager software is the only available solution that can deliver unlimited optimized local business data via bulk feed or API to all the major search engines and data aggregators, including Google+ Local, Yahoo Local, Bing Maps, Infogroup® Expressupdate, Neustar® Localeze®, Acxiom™, Factual™, Yext, Yelp, Facebook, FourSquare, TomTom, MapQuest, Niche Social Networks, and other online local data aggregators.”
  • TruPoint Synchronization Technology by Local Market Launch: “TruPoint Synchronization Technology is a scalable dashboard solution that enables a business to create, maintain and monitor digital presence across the local search ecosystem and includes complete digital syndication of enhanced data to the top data aggregators providing access to 400+ channels.”


  • GeoCookie by Thinknear: “The GeoCookie focuses on identifying location context, categorizing location categories, and storing data in a usable format that can be accessed in real-time, which requires an incredible amount of scale and processing power.”
  • SmartFencing Technology by xAd: “SmartFence technology utilizes xAd’s proprietary 1st party search data, along with SmartLocation verified accurate mobile app inventory, to dynamically shift mobile ad impressions to the most relevant, real-time locations.”

Social Media

  • Likes for Lives by Search Influence: “The ‘Likes for Lives’ program is a Facebook fan building initiative that encourages targeted audiences to ‘like’ your Facebook page in exchange for a donation to a choice of non-profit organization benefiting breast cancer awareness/research.”
  • Support Local: “SupportLocal is applying the social graph to the oldest and greatest factor in making life’s daily decisions – word of mouth – by enabling people to give and get local business recommendations from the people they know and trust.”


  • Platform Agnostic Dynamic Location Based Media Planning by SMG Local Spectrum: “SMG’s dynamic tool generates ranking reports that help determine the best directories to advertise in based on client’s KPI, new and existing locations, rural vs urban, budgets, proprietary zip code level data, and custom publisher negotiated discounts.”
  • Community Magazines by hibu: “This 32-page magazine (16 pages of local articles / 16 pages of ads) targets individual communities and provides hyper-local content and information specific to each market.”

Vertical Specific

  • Weather Triggered Demand Generation by SMG Local Spectrum: “This solution leverages real-time weather event triggers such as cold temperatures and natural disasters to serve relevant hyper-local messaging via online ad formats.”
  • Lead StreamTM by Marquette Group: “Lead StreamTM for Insurance offers three packages that cover a range of offers including listing management, social, online directories, reputation management, local paid search, microsites and display.”


  • TargetView by Sightly: “Target View dynamically generates hundreds of scalable, affordable, localized video ads for all locations in a brand’s network, using clients’ existing creative or assets from our library and stock sources.”
  • StudioNow: “StudioNow is a global marketplace matching enterprises with video content creators through a powerful web-based platform that helps all types of businesses produce affordable, custom video that’s hyper-local, high quality and scaled to their needs.”


  • MyTime: “The MyTime website or mobile app allows users to find a business, check availability, read reviews, and book appointments in seconds. With over 90 categories of services and 2 million businesses, MyTime is targeted to appointment-based businesses with fixed prices.”
  • Dynamic Hyper Local Leads Bundle by YP: “The hyper-local bundle was the first combined offering of the latest Mobile Advertising Targeting, Internet Yellow Pages with OLA Category Sponsorship targeting, with simple flat rate priced Print YP coverage, and advertising performance measurement for the industry.”


  • AdMax® Local by The Search Agency: “AdMax® Local is a fully automated search engine marketing solution that enables small businesses to benefit from high quality and profitable local search campaigns by producing, managing and reporting on hyper-local, optimally structured, highly relevant and performance-focused SEM (AdWords, AdCenter) campaigns.”
  • Call Conversion Optimization™ by Kenshoo: “Through integrations with leading call tracking providers and a proprietary matching algorithm, Call Conversion Optimization™ is able to track calls at the paid search ad placement level and automatically adjust keyword bids to increase performance based on metrics like call length and quality.”

Interested in finding out who will win this year’s inaugural competition? Join us at LSA|14 in Huntington Beach, Calif., April 27-29, when we announce the winners. Register today!

LSA|14 Kicks Off with Sessions Featuring Sightly, YP, Chatmeter, and more!

Wednesday, April 2, 2014

We’re just 25 days away from the start of the 2014 Local Search Association Conference in Huntington Beach, California!

Our three-day, jam-packed agenda focused on all things local begins on Sunday, April 27th with a full day of group activities, Idea Lab sessions, and an opening cocktail party.

Group Activities (7:00 a.m. – 11:00 a.m.)
Given the beautiful scenery and plethora of things to do in SoCal, we are helping coordinate a variety of optional morning outdoor activities.  You will have the opportunity to take advantage of a round of golf, surfing lessons or a bicycle tour along the coast.  These are great opportunities to get some exercise and make for a fun way to hold a business meeting with colleagues or partners.

Idea Lab Sessions (12:30 p.m. – 3:00 p.m.)
The Idea Lab sessions are intimate, smaller focus groups that dive into topics that are impacting the local space. Bring a pen and paper because these sessions are sure to provide you with the strategic and tactical insight you have come to expect from our event. Sessions include:

12:30 p.m. – 1:15 p.m.

  • 4 Ways Reputation Management Drives Growth and Profitability (The Berry Company, Chatmeter, VendAsta Technologies)
  • Taming the Content Monster (Amdocs)

1:20 p.m. – 2:05 p.m.

  • Big Brand to SMB: Maximizing ROI with Customized Local Strategies (YP, Balihoo, Mediative, Market Authority)
  • The Ins and Outs of Starting Your Own Digital Agency (The Search Agency, Beyond Private Label, Search Influence)

2:10 p.m. – 2:55 p.m.

  • The Advantages of Being Vertical (Wanderful Media,, BuzzBoard, Opus Research)
  • What’s Your Multi-Screen Local Video Strategy? (Sightly)

Opening Cocktail Reception (5:30 p.m. – 7 p.m.)
After you get your blood flowing from the morning activities and you stimulate your mind at the Idea Labs, join the rest of the conference attendees in the Grand Foyer East for a fun, informal night of drinks, food, a live band and more opportunities to network.

Sunday will provide a good mix of insights, networking and excitement and will be sure to start the conference off right.  For more details, visit our Agenda Page – or if you haven’t already done so, register now for LSA|14!

Defining Local: Last Mile Advertising

Tuesday, March 25, 2014

After interviewing executives from a range of advertising agencies, platforms and experts including R/GA, Sears, Twitter, Microsoft, YP, Groupon, Mashable and the IAB , we found that there is still a lot of confusion around what “local” actually means.  Overall, the feeling is that the local space isn’t clearly distinguishable from advertising as a whole, but there is a strong conviction that it could and should be.

This is where we believe “Last Mile” can bring some clarity.  In my blog post on Street Fight, I define the Last Mile Advertising space and explain the three pillars that make up this space: Seek, Discover and Consider.

Check out my full article at Street Fight.

Top 5 Local Ad Stats of the Week: Ratings and Reviews

Friday, March 21, 2014

Following the recent announcement of a partnership with Yahoo, Yelp, the popular ratings and review site, has partnered with local search provider, YP. There is no denying that ratings and reviews are having an impact on the local marketplace and search providers are making big moves to secure a foothold in the review space.

As platforms use reviews as significant drivers of search rankings and improve their ability to filter out fake reviews – and government officials crack down on dishonest practices – consumer trust and use of reviews can only be expected to grow. This trend will continue to increase the impact of reviews on local businesses.

Here are some compelling stats that show how ratings and reviews are impacting the local advertising space:

  • Online consumer reviews are the third-most trusted form of advertising. (Nielsen)
  • Only half of small business owners think positive online reviews are important. (Yodle)
  • The single most important variable in the ranking of search results on Google’s Local Carousel is the quality and quantity of reviews. (Digital Marketing Works)
  • A one-star rating hike on Yelp can mean a 5-9% rise in restaurant revenue. (Harvard Business School)
  • About 20% of respondents to a Street Fight consumer survey said they would submit a review after a negative experience, and about the same amount said they would submit a review after a positive experience. (Street Fight)

Be sure to check back next week for our next edition of Top 5 Local Ad Stats of the Week. Have a great weekend!

Answers to FAQs about LSA|14 in Huntington Beach

Friday, March 14, 2014

When it comes to local advertising and marketing we are still hearing a lot of confusion around what “local” actually means. Is it simply reaching audiences based on location or is it more than that? Well, we have some thoughts on the topic and will be revealing our perspective and the research that backs it up at the 2014 Local Search Association Conference in Huntington Beach, Calif., April 27-29.

But before that, here are answers to some FAQs about LSA|14 that are just teasers to the rich agenda we have planned:

What is the focus of the event?
Simply put, innovation and local. We plan on kicking off the conference by defining “local” and showing you what it looks like today. From there, each session will hit on established practices and innovative ways to drive local consumer actions and ROI. In addition, our Ad to Action Awards will highlight some of the most innovative local ad solutions across eight different categories.

Any big names speaking?
Is Apple Co-Founder Steve Wozniak big enough for you? But the list of great speakers doesn’t begin and end there. We have about 50 influential speakers booked for LSA|14 from companies like Google, comScore, YP, Bing, xAd, JiWire, Retale, Wanderful Media and many more.

Where is the event?
The Hyatt Regency Resort & Spa in Huntington Beach, Calif.  Bike along the coast, hit the links, learn to surf or just watch the sun set over the Pacific. It’s a beautiful place with plenty to do.

What kind of networking opportunities are there?
The entire LSA|14 event is extremely conducive to making new connections and catching up with old ones. With five networking events, the Expo Hall and lots of networking breaks during the day, you’ll get plenty of chances to meet decision makers within the local ad space.

Are there any speaking opportunities?
While our agenda is almost complete, we are offering sponsored speaking opportunities that we are calling, “Company Spotlights.” This is a great opportunity for those of you looking to introduce or remind the local space of your organization or new solution. You’ll get five minutes of the crowd’s undivided attention on the main stage which is plenty of time to make a splash!

Click here for more information on the LSA|14 conference.

Top 5 Local Ad Stats of the Week: Location

Friday, March 7, 2014

This week we focus on the foundation for all local searches: location.  From a consumer’s willingness to share his or her current location with companies to searching on a map, location is the foundation of what makes a search local.

Studies show location-based searches make up a significant piece of the entire search pie.  Based on data from a May 2013 comScore study, about 2.7 billion Google search queries in the US carried a local intent.

Here are some compelling stats that show how location impacts the local advertising space:

  • 20% of searches on Google are related to location. (Google)
  • 74% of adult smartphone owners ages 18 and older say they use their phone to get directions or other information based on their current location. (Pew)
  • Google Maps is the dominant app used for local-mobile search. (comScore, Neustar/Localeze and 15 Miles)
  • 61% of consumers permit mobile apps to access their “current location” at least some of the time. (YP)
  • 47% of consumers said they are willing to share location to receive relevant offers or discount coupons. (mBlox/Millward Brown)

Be sure to check back next week for our next edition of Top 5 Local Ad Stats of the Week. Have a great weekend!

Apple’s CarPlay Brings iPhone Experience to Automobiles

Thursday, March 6, 2014

Apple is bringing its mobile operating system to automobiles with CarPlay.  The new in-car system links users’ iPhone with their vehicles’ dashboard display, allowing drivers to access maps, music, messages and of course, their phone.

Apple already has committed partnerships with flagship brands such as Ford, Chevrolet, Mercedes-Benz, Toyota and many more.  By bringing Apple Maps and Siri into more cars, Apple is extending opportunities for local businesses to reach consumers while they’re on-the-go.

According to a consumer survey conducted by Thrive Analytics, approximately 1 in 3 (33%) respondents said that they own an iPhone. Furthermore, about 16% of mobile users 18 and older tend to be in the car when looking for local information. This suggests that there is already a foundation by which CarPlay could build upon and become a game changer for the local search space.

Apple also announced that CarPlay will support several music-related apps.  As the platform progresses and evolves, we expect the app offering will as well.  With that being said, as apps get reworked for the CarPlay system, local search providers (Yelp, YP, etc.) might have the opportunity to help consumers find local businesses on yet another platform.

At Keep America Beautiful with hibu, YP, Dex Media

Friday, February 14, 2014

Returning again to the annual Keep America Beautiful (KAB) conference allowed us to renew good friendships and make many new ones.  Matt Krug (hibu), Charlotte Shepherd (YP), Sarah R. Wilson (Dex Media) and myself spent three days in Charlotte, NC in conversation with hundreds of attendees from throughout the United States, many of them volunteer leaders in their communities dedicated to the environment and sustainability.

The highlight of the event was meeting eight-year-old Owen M. Stamm who, according to his local newspaper the Citizen Tribune, “… has been running a recycling mission for his neighborhood for years” and “helps collect garbage with the janitors” at his school.  The Russellville, TN youngster is the owner and president of Project O.W.E.N. (Our World’s Environment in Need) and was at the KAB conference to accept a well-deserved award.

LSA is proud to showcase the good work of KAB, especially in advance of the annual America Recycles Day when we encourage local businesses and consumers to recycle their outdated print phone directories through curbside recycling and other local recycling initiatives in their communities.  In turn, LSA is proud that KAB lends its logo to be featured on

Matt Krug (hibu), Sarah R. Wilson (Dex Media) and Charlotte Shepherd (YP) with eight-year-old community pro-environment leader Owen M. Stamm.

LSA’s Inaugural “Think Tank” Event in NYC Brings Together Industry Leaders

Wednesday, January 29, 2014

Earlier this month, the Local Search Association held our first-ever “Think Tank” event in New York City. The gathering, which was the first in what will be an ongoing series in major U.S. media markets, is part of our new effort to bring together local advertising leaders on a more frequent basis to discuss new ideas and trends in our industry, as well as foster deeper relationships between partners and competitors alike.

Our communications manager, Joe Morsello, and I were pleased to host executives from notable companies including Google, YP, Yelp, xAd, UBL, Kenshoo, LocalVox Media, MPayMe, MRY and IAB for an informal reception and dinner at The Lion restaurant in the city’s Greenwich Village. 

The evening, which began with brief introductions, was followed by discussions by attendees about current and future opportunities in our industry. 

While our conversations spanned numerous topics, below are several insights that grabbed our attention:

  • While location is the start of local advertising, there are countless other considerations to explore. The group discussed how the next phase of targeting will use data that shows consumer behavior and preference.
  • Word of mouth continues to be critical in local. Word of mouth is still one of the strongest influences for consumers on where to spend money locally. Local SMBs need help determining how to increase word of mouth with their marketing programs.
  • Display ads – like TV commercials – lead to consumer actions outside of clicks alone. Display ads lead to online searches, phone calls, and store visits, among other actions. The challenge we all face is how to successfully measure those actions.
  • Mobile usage isn’t confined to people on-the-go. In fact, a large share of mobile usage takes place within the home.
  • Consumers are hungry for a more “3D” local experience. Alice Hazen, National Client Partner at Yelp, noted that consumers want local search tools to “give me what I want (that I didn’t know I wanted), right at the moment I need it.” Consumers want – and expect – that local tools will anticipate their next moves and purchases.
  • Local involvement is key for larger retailors. Alice discussed that on Yelp, national/multi-location advertisers are more successful when store managers get involved and individually represent the company.
  • Most ads currently provide only one experience, when there is an opportunity to provide many more. Peter Minnium, Head of Digital Brand Initiatives at IAB, said that while our industry is good at targeting ads by audience and demographic, we miss a lot of other local cues. He noted that even though our industry has access to a growing amount of data, we haven’t seemed to figure out how to use all of it to our advantage.
  • Last Mile is everything that happens between targeting by location and consumer action. Peter discussed how local advertising today requires more context and data at each stage of the path to purchase in order to be successful.
  • Local businesses want face-to-face interactions with local advertising providers. Chris Travers, President and Co-Founder, UBL noted that when SMBs find out they can’t meet a sales person in person, they are immediately turned off.

I want to thank everyone who participated in our first “Think Tank” event. The feedback we received from the group was extremely positive. Many who attended enjoyed the opportunity to network and discuss relevant industry issues in an intimate local setting. 

We’re already in the planning stages of our next event – this time in the Windy City of Chicago! – and looking at how to incorporate ways to improve the sessions so that they are as useful and productive as possible.

We’ll keep you updated on future “Think Tank” events, so stay tuned!