This year, we’ve chronicled the ongoing transformation of one of our major Canadian members, Yellow Pages Group, which after rebranding in March has rapidly expanded its digital portfolio by launching new initiatives, upgrading its existing products, and making acquisitions to widen its offerings.
Today, I’m pleased to see that YPG is beginning to reap the benefits of its digital investment, setting the stage for continued growth in today’s changing media environment.
As Reuters and The Globe and Mail are reporting, YPG announced favorable third-quarter 2010 earnings this week, which the company said resulted from improving economic conditions and a stream of new digital products and initiatives. The company said its online revenues set a record this quarter, representing 27% of total revenues.
In its press release, YPG noted several initiatives that are paving the way for its continued success:
- The launch of Mediative, a digital advertising and marketing solutions provider for national agencies and advertisers that will consist of two divisions: YPG Ad Network, which will offer digital media advertising on YPG’s existing network of print and online properties (including AutoTRADER.ca, RedFlagDeals.com, and YellowPages.ca); and Mediative Performance, which will provide an array of digital services including SEO, SEM, social media marketing, and location-based marketing. YPG acquired several companies including the Internet ad firm Uptrend Media; Enquiro, an SEM and research firm; and retail advertising agency Ad Splash Media to form Mediative.
- Further improvements to YPG’s flagship properties, including YellowPages.ca and PagesJuanes.ca. RedFlagDeals.com launched its Deal of the Day program, an innovative way for consumer to shop for local goods and services on Canada’s number one online shopping community. Additionally, YPG launched a beta version of a public API targeting online and mobile platform developers.
- On the mobile front, YPG created a partnership with TELUS to have its mobile application preloaded on select BlackBerry devices. The company said its app has been downloaded more than 1.8 million times.
- YPG launched its first multimedia advertising campaign targeting local Canadian businesses in an effort to “re(introduce)” the company as a digital leader.
YPG’s progress is something we can cheer and I believe the company serves as a great example of how our industry is successfully embracing the digital space. More to come!