Posts Tagged ‘IYP’
Thursday, August 26, 2010
Back in April, we blogged about AT&T Interactive’s introduction of YP.com as the new name of its flagship YELLOWPAGES.COM web property and brand.
Now the company is debuting a new logo, tagline, and homepage for the popular Internet Yellow Pages destination. YP.com’s new tagline, “Click Less. Live More”—as well as its new vibrant, image-based homepage focused on encouraging users to “eat, play, and live” within their local communities—reflect the site’s goal “to help consumers easily discover ways to live locally.”
While users can still take advantage of YP.com’s popular search tools to find and browse local businesses, the new graphics on its homepage encourage visitors to discover places as well:
- Eat: One-click access to local restaurants and dining categories, with the option to book reservations at select restaurants through Opentable.com.
- Play: Ability to check local event listings and movie times, and buy tickets for select theaters. Can also search for hotel availability and book rooms.
- Live: Options to search for a new or used car, find a florist, or browse YP’s extensive list of service business listings.
Additionally, YP.com features a variety of other useful tools, including money-saving coupons, the ability to share businesses and events via social networks and mobile, and 16,000+ local business videos.
I’m excited about AT&T’s ongoing efforts to expand and improve YP.com, which with more than 36 million unique monthly users, plays an extremely important role in representing our industry’s successful embrace of the digital space. Be sure to check out the new YP.com by clicking here. Then Eat, Play, Live!
August 26, 2010 | Leave a Comment
Tags: car, Click Less. Live More., coupons, dining, Eat, florist, Internet Yellow Pages, IYP, Live, mobile, movies, Play, social network, Video, Yellow Pages, Yellow Pages Association, YellowPages.com, YP.com, YPA
Tuesday, August 24, 2010
I’ve been catching up on my blog reading, and came across an interesting mention on BIA/Kelsey’s Global Yellow Pages blog about several Yellow Pages companies ranking well on comScore’s June list of top 50 U.S. web properties.
With all the innovation taking place on our online properties—everything from the revamping of Internet Yellow Pages directories to new vertical websites—it came as no surprise to me that not only are three IYP networks ranked among the top properties on the web, but that these networks alone attract nearly one hundred million unique monthly visitors.
These top performers include:
For years, our industry has benefited from being the leading provider of local business information through its print directories. Now, we’re continuing our legacy by expanding our presence online and venturing into new platforms like mobile and the iPad. Along the way, we’ll continue to attract consumers because of the high trust they place in our listings and the innovative services we provide.
August 24, 2010 | Leave a Comment
Tags: AT&T, AT&T Interactive, comScore, Internet Yellow Pages, IYP, Superpages.com, web, Yellow Pages, Yellow Pages Association, Yellowbook, YPA
Wednesday, August 4, 2010
This year, Yellow Pages Association is proud to once again partner with BIA/Kelsey to present Directional Media Strategies (DMS), one of the most important industry conferences of the year, scheduled for Sept. 14-16, 2010, at the InterContinental Hotel in Dallas.
For those of you who haven’t yet signed up for DMS ‘10, be sure to check out the latest version of the agenda and list of speakers to get a better sense of the exciting lineup we have in store for this year’s conference:
Several highlights include:
- Bruce Cortterill, CEO of Yellow Pages Group in New Zealand, will provide an inside look at how one incumbent operator has successfully focused on increasing value in the short-term while preparing the organization for long-term success.
- Paul Dawalibi, President and CEO, Praized Media; Michael Francesconi, Director, Content and Community, CityGrid Media; and Andrew Shotland, Proprietor, LocalSEOGuide.com, will discuss how Yellow Pages publishers can realistically make the shift from traditional to social media.
- The future of Digital Yellow Pages will be debated by top minds in the industry, including Eitan Ackerman, Executive Director of Marketing and Sales Engineering, Amdocs; Gianluca Carerra, VP New Media, Truvo; Sivan Metzger, GM, Kenshoo Local; Neil Salvage, Executive VP Advertising, CityGrid Media; and Gregg Stewart, President, 15Miles.
We’re really looking forward to DMS ‘10 and the great exchange of ideas and building of business relationships that will take place. To register, visit the conference registration page today to benefit from reduced pricing. See you in Dallas!
August 4, 2010 | Leave a Comment
Tags: 15 Mmiles, Amdocs, Andrew Shotland, BIA/Kelsey, Bruce Cortterill, CityGrid, conference, Dallas, Directional Media Strategies, DMS, DMS '10, Eitan Ackerman, Gianluca Carerra, Gregg Stewart, Internet Yellow Pages, IYP, Kelsey, Kenshoo Local, Local Search, Michael Francesconi, Neil Salvage, New Zealand, Paul Dawalibi, Sivan Metzger, Stéphane Marceau, Truvo, Yellow Pages, Yellow Pages Association, Yellow Pages Group, YPA
Thursday, July 29, 2010
One trend that we’ve all been watching closely is mobile, and today we’re releasing new data from comScore that shows more people are turning to their mobile devices to access business information.
This is good news for Internet Yellow Pages because it essentially helps extend the reach of those resources for consumers, and helps advertisers access a desirable demographic – the ready-to-buy shopper.
comScore found that the number of mobile subscribers accessing business directories on a mobile phone increased 14 percent year-over-year to 17.3 million users in March 2010, extending the reach of Internet Yellow Pages beyond just the personal computer. This increase outpaces the10 percent growth in the number of mobile media users who browsed the mobile web, used applications or downloaded content during the same time period.
Additionally, the number of people accessing business directories on a mobile device at least once per week increased more than 16 percent year-over-year to nearly five million in March 2010.
Much of this growth is due to the rapid growth in smartphone users combined with the adoption of 3G technology, better search offerings, and higher advertiser engagement.
As I point out in a column on Search Engine Land this morning, this high growth illustrates that as more consumers use mobile devices to search and access content, they are continuing to rely on Yellow Pages’ convenient and reliable business listings to help them find local businesses on-the-go.
It’s also great news for advertisers. In addition to the benefits of advertising with IYPs to attract those searching for business information on their personal computers, local businesses are receiving added value in online listings being accessible to a growing number of mobile users.
Other interesting mobile-related data points from the study include:
- The mobile browser was the most common access method for users, with 10.8 million subscribers in March 2010 and 21 percent year-over-year growth.
- Apps are hot, with 42 percent year-over-year growth in the number of mobile subscribers using apps to access business directories.
- Mobile unlocks a desirable user for the advertise: 58% are 34 or younger; over half have a household income in excess of $75,000; and they are three and half times more likely as the average mobile media user to access women’s magazine content, health information, real estate listings, and job listings via their mobile devices.
IYP Local Search on Personal Computers
comScore also found that local searches on personal computers saw year-over-year growth. Searches on IYPs and portal sites increased 4 percent to 444 million in March 2010, or 5.3 billion annually—indicating that more consumers are coming to rely on Yellow Pages when searching from their computer.
Additionally, the report showed that people access IYPs and local online sites in a number of ways:
- Traffic to IYPs from web search sites increased three points from the first quarter of 2009 to the first quarter of 2010, to 44 percent of visits.
- Direct traffic also increased over the same time period, up four points to 32 percent.
- Referrals from affiliate sites (advertisements, e-mail marketing, and other partner sites) decreased six points to 25 percent.
comScore’s data illustrate how in today’s changing media environment, IYPs are attracting growing audiences online and via mobile—giving advertisers new opportunities to reach consumers wherever they are.
This is a testament to our industry’s strong emphasis on building our digital and mobile platforms this past year. Whether its rebranding our companies, creating new iPhone, iPad, and Google Android apps, or launching new IYP concepts like buzz.com, Yellow Pages companies are building on decades of experience to deliver the highest-quality directories for advertisers and consumers to connect.
July 29, 2010 | 4 Comments
Tags: apps, browser, comScore, growth, Internet Yellow Pages, IYP, local businesses, Local mobile, mobile, Mobile local, search, subscribers, wealthy, Yellow Pages, Yellow Pages Association, young, YPA
Wednesday, July 14, 2010
All year, we’ve talked about the growing importance of digital and mobile in driving new revenues and opportunities for our industry. Recently, we’ve watched as major Yellow Pages companies have acquired a variety of online directories and vertical sites; launched SEO/SEM programs, online video, and local social search destinations; created new iPhone, iPad, and Android apps; and partnered with top search engines and new local search players.
Today, BIA/Kelsey released new forecasts for our industry which reflect the increased role that digital is playing in our business. According to a mid-year update to BIA/Kelsey’s Annual Global Yellow Pages Forecast (2009-2014), digital offerings—including Internet Yellow Pages, video, SEO/SEM, mobile, social and reputation management—will account for 39% of global Yellow Pages revenues by 2014.
The report found that while digital growth is occurring globally, it’s doing so at varied rates and with different emphasis in regions around the world:
- U.S. – Digital revenues in the U.S. will grow at a 17.2% compound annual rate (CAGR) as a result of publishers selling a wider array of digital products. BIA/Kelsey expects significant growth in reputation management, SEO, social and mobile, as well as websites, SEM, and video.
- Europe – Digital revenues will surpass print revenues across Europe by 2014, and even sooner in several markets.
- Latin America – BIA/Kelsey estimates that digital will grow from 6.2% of total revenues in 2009 to 11.8% of total revenues by 2014.
- Asia/Pacific Rim/ROW – Online directory revenues will grow by $446 million from 2009-2014. Many emerging markets such as China are expected to adopt a more vertical and mobile approach, bypassing print and Internet Yellow Pages as significant product categories.
BIA/Kelsey’s findings confirm our industry’s ability to adapt to today’s changing media landscape and create new opportunities to grow in the years to come. That’s great news for Yellow Pages, our clients, and consumers around the globe.
More information about today’s announcement will be available at BIA/Kelsey’s upcoming Directional Media Strategies 2010 (DES ’10: Yellow Pages and Beyond) conference, which is scheduled for Sept. 14-16 in Dallas. Yellow Pages Association is a sponsor. Visit here for more information on DES ’10.
July 14, 2010 | Leave a Comment
Tags: BIA/Kelsey, Data, digital, DMS, growth, Internet Yellow Pages, iPad, iPhone, IYP, Kelsey, local-social search, mobile, online directories, online video, SEM, SEO, Yellow Pages, Yellow Pages Association, YPA
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.
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May 19, 2010 | Leave a Comment
Tags: academic, advertising, Advertising Challenge, college, contest, graphic design, higher education, internet, IYP, Kennesaw State University, marketing, Missouri Western State University, print, PYP, San Diego State University, students, university, Yellow Pages, Yellow Pages Advertising Challenge, Yellow Pages Association, YPA
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.
May 7, 2010 | Leave a Comment
Tags: advertising, agreement, AT&T Interactive, CityGrid, CitySearch, Dex One, digital, distribution, internet, IYP, local, Local Search, mobile, online, Yellow Pages, Yellow Pages Association, YP.com, YPA
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.
May 5, 2010 | Leave a Comment
Tags: advertising, digital, Internet Yellow Pages, IYP, local, multi-platform, multiplatform, print, print Yellow Pages, PYP, Search Engine Land, Sensis, Speaking Sensis, traditional, Wanye Aspland, Yellow Pages, Yellow Pages Association, YPA
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.
May 3, 2010 | Leave a Comment
Tags: integrated, IYP, mobile, multiplatform, online, pizza, print, PYP, Search Engine Land, Sensis, Yellow Pages, Yellow Pages Association, YPA
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