Small businesses across the United States can more cost effectively
generate incoming sales calls through an ad on the YP? Local Ad Network
compared to Google™ AdWords™, according to an online advertising value
comparison study released today by Altman Vilandrie & Company.
The study, which examined the local ad buys of 62 small businesses
around the country, showed that Google's local ads were nearly twice as
expensive as an ad on the YP? Local Ad Network on the basis of
cost-per-call, which is defined by the amount of advertising dollars
spent to generate one incoming sales call. Ads from YP, formerly known
as AT&T Interactive and AT&T Advertising Solutions, had an average
cost-per-call of $46 compared to $88 for AdWords. In addition, of the 56
companies receiving calls from both YP? ads and Google ads, 77% realized
better value (lower cost-per-call) from YP? ads.
"Advertising and search experts have theorized that location-based
search websites deliver better cost-per-call value than general search
for small businesses but no one had ever seriously studied the issue,"
said Altman Vilandrie & Company Director Jonathan Hurd, who oversaw the
survey. "While there are a variety of other factors that small
businesses need to consider before developing a local advertising
strategy, the study shows a clear potential for better value by
including YP? ads in an overall campaign."
The study also compared how specfic types of small businesses -
including attorneys, dentists, electricians and auto repair shops -
fared using both a YP? ad and Google. Of the 20 small business
categories studied, 17 showed better cost-per-call value through the YP?
In January 2012, Altman Vilandrie & Company was commissioned for the
study by YP but designed and conducted the study on a completely
independent basis. Altman Vilandrie & Company retained editorial control
throughout the drafting of the report and shared the final report with
YP before its public release. An ad on the YP? Local Ad Network includes
potential visibility in search results on YP.com and another 300+ online
and mobile publisher sites.
For more results and details on study construction, please access the full
study and FAQ
page, which are located at www.altvil.com/local-ad-study.
About Altman Vilandrie & Company
Altman Vilandrie & Company is a strategy consulting group that focuses
on the communications, media, smart grid, clean tech and related
technology and investor sectors. The company's consultants are
experienced in strategy, marketing, finance, M&A, technology, regulatory
and operations disciplines. With offices in Boston, New York City and
San Francisco, Altman Vilandrie & Company enables clients to seize new
opportunities, navigate mounting challenges, improve business
performance, and increase investor value within complex and converging
industries. Ninety percent of the boutique firm's operator clients are
large- to mid-cap companies including service providers, content
creators and aggregators, and equipment and software developers. Altman
Vilandrie & Company's financial clients include many of the largest and
most prominent investors in the communications, media and related
technology markets. More information can be found at www.altvil.com.
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