North America's largest local search, media and advertising company,
today released its YP?
Local Insights Digital Report: Year in Review. The end-of-year
report uncovers trends across the rapidly-evolving local advertising
ecosystem, including changing mobile search behavior, top search terms
and top-growing local advertiser categories of the year. Published
quarterly, the YP? Local Insights Digital Report focuses on data from
the YP? Local Ad Network, which generated more than 2.2 billion searches
over the past year and powers local for 300+ online and mobile
"This year, more than ever, we witnessed the impact of how mobile
lifestyles are changing the way consumers search for a merchant and
when," said Ken Ray, Chief Marketing Officer at YP. "Our findings reveal
that consumers are relying on smartphones for more than just
time-sensitive needs, which is a shift from traditional mobile search.
This change in behavior is creating an intersection for YP and the rest
of the search and advertising industry to connect consumers and local
businesses in new ways."
Key Findings from the Year in Review include:
Changing Mobile Search Behavior and Preferences
Local Businesses Invest in Reaching their Communities
Get access to these insights and the full report here: http://corporate.yp.com/localinsightsq4.
About the YP? Local Insights Digital Report
The YP? Local Insights Digital Report reflects on the rapidly-evolving
online and mobile local advertising ecosystem, as mobile search emerges
to provide additional ways of connecting consumers and local businesses.
This Insights Report is based on internal data from more than 2.2
billion searches and 39 billion impressions from a full year across the
YP? Local Ad Network's 300+ online, mobile, IPTV and directory
YP is North America's largest local search, media and advertising
company. Its mission is to help small businesses and communities grow.
Millions of searches occur daily using YP products to find, compare and
select local merchants. The company's flagship consumer brands include
the YP.com? site, a top 40 U.S. Web domain, the highly rated YP? app and
the YP Real Yellow Pages directory, the largest Yellow Pages directory
in the world by revenue.
The company's wide range of print and digital advertising products is
designed to address the evolving local search needs of consumers and
help advertisers grow their business. The YP? Local Ad Network provides
advertisers with an opportunity to reach more than 180 million monthly
users across over 300 affiliated online and mobile publishers. Through
customized campaigns designed by media consultants, YP provides local
businesses with one of the most cost effective sources for consumer
YP products and services are backed by thousands of media consultants in
local markets across the US with relationships spanning over 600,000
businesses. An affiliate of Cerberus Capital Management, L.P., one of
the world's leading private investment firms, recently acquired a
controlling interest in YP from AT&T.
Keep tabs on YP updates on Facebook: www.facebook.com/YP
or by following @YP on Twitter.
i YP Internal sources, October 2011 - September 2012
ii YP internal data, October 2011 vs. October 2012.
iii YP internal data, based on category searches Q3 2011 vs.
iv YP internal data, Q4 2010 - Q3 2011 vs. Q4 2011 - Q3 2012.
v YP internal data, Q4 2010 - Q3, 2012 unless
otherwise noted. Numbers are averages across entire category and do not
reflect individual performance. Past performance cannot be used to
predict future performance.
vi YP internal data, Q4 2011 - Q3 2012. Categories
listed have peak seasons at least 6 weeks long. Numbers are averages
across entire category and do not reflect individual performance. Past
performance cannot be used to predict future performance.
vii YP internal data, based on number of advertisers, Q4 2010
- Q3 2011 vs. Q4 2011 - Q3 2012. Minimum 200 advertisers.
viii YP internal data, Q3 2011-Q2 2012. Categories with call
tracking and minimum of 10,000 calls over 12 month period.
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