AT&T Interactive Revenues Reached An All Time High in Q4 2010
Growth in consumer traffic and advertising products help drive industry-leading 2010 local interactive advertising revenue of nearly $1 billion
YP local mobile searches grew by 125% Y-O-Y in 2010(1)
GLENDALE, Calf., Feb. 8, 2011 /PRNewswire/ -- AT&T Interactive today announced revenues of $251 million for Q4 2010 – a 7.7 percent increase compared with results in the year-earlier quarter. Annual AT&T Interactive revenue reached nearly $1 billion in 2010, underscoring its success and leadership in online local search and interactive advertising.
According to industry expert Borrell Associates, AT&T Interactive reported the highest local online advertising revenues in 2010(2). AT&T Interactive ad products are sold through AT&T Advertising Solutions, the nation's largest advertising sales force(3) with nearly 5,000 media and sales consultants and its relationship with third party resellers nationwide.
"AT&T continues to show how much it understands the lean-forward aspect of the Internet," said Gordon Borrell, CEO of Borrell Associates. "The Internet is much more of a utility than it is an advertising medium, and the AT&T team that David Krantz has assembled seems to understand that very well. They are laser-focused on driving results for local businesses, which in my opinion is a long-term winning strategy. The financial results are the litmus test – AT&T drives excellent results. How can you argue with that?"
"Our unique assets in local combined with investments, have enabled us to significantly grow our local advertising leadership position in 2010," said David Krantz, CEO and president of AT&T Interactive. "Navigating a highly competitive marketplace requires strong consumer reach and providing advertisers a one-stop approach to advertising products. Our strength in online and mobile local search, the breadth of our advertising product line, and our nationwide local sales force, allow us to provide businesses with a multi-platform advertising package -- all of which gives us an edge over other local interactive advertising competitors."
AT&T Interactive product innovation in 2010 helped advertisers across the country grow their businesses and reach millions of consumers searching for local information on AT&T Interactive's flagship web property YP.com(SM), leading YP app for mobile devices and its YP Local Ad Network:
Top 40 most visited online property(4). YP.com(SM), the new YELLOWPAGES.COM(SM), was rebuilt from the ground up including new local search technology, a new vibrant homepage, and detailed business information pages that give users everything they need to find and contact a local business. AT&T Interactive also established agreements with companies such as OpenTable and Valpak. According to comScore, nearly half of the U.S. Internet audience visited YP.com(SM) in 2010(5).
Extending Leadership on Mobile. YPmobile ® platform, AT&T Interactive's flagship mobile experience, had more than a 125% search growth y-o-y in 2010. Available on every major mobile device, YP has access to millions of local business listings and is accessible via mobile app and millions of web enabled mobile phones across all U.S. wireless carriers.
YP Local Ad Network extends reach for advertisers while giving publishers access to local advertiser listings. A single ad buy on the YP Local Ad Network has the potential for advertisers to connect with consumers wherever and whenever they are searching for local businesses --- whether it is online, mobile, directory assistance or searching from their couch with U-verse® TV YP app.
Powering local advertising placements for many of today's industry leading search engines and local content properties – both online and mobile -- the YP Local Ad Network includes over 170 mobile and online publisher websites and provides potential reach to over 71 million unique visitors(6). In 2010, AT&T Interactive introduced a software development kit (SDK) that extends the reach of the YP Local Ad Network and provides mobile publishers with access to AT&T Interactive's vast local advertising inventory generated by hundreds of thousands of advertisers.
Help advertisers grow their business through a one-stop shop of ad products. AT&T Interactive's ongoing innovation and development of ad products gives advertisers a comprehensive suite of tools and a stronger presence among consumers who are looking for local businesses. AT&T Interactive's wide range of ad products include local business listings, search engine marketing, online and mobile display, website development, pay for performance advertising, coupons and promotions, video profiles, and products that allow them to manage their online presence.
(1) AT&T Interactive internal data, 12 month average for 2010 compared to similar timeframe in 2009. This data has not been subject to third party review and is not subject to audit.
(2) Borrell Associates, February 2011
(3) Gordon Borrell, Borrell Associates, February 2011
(4) YELLOWPAGES.COM, comScore Top 2000 Web Domains Report, December 2010
(5) comScore YELLOWPAGES.COM Custom Visitation Analysis, 2010
(6) comScore, December 2010, YP.COM Network – Potential Reach
About AT&T Interactive
AT&T Interactive, a subsidiary of AT&T Inc, is an industry leader in creating local search products that encourage consumers to discover and engage with local businesses across three screens - online, mobile, and TV. YP.com(SM), AT&T Interactive's flagship web property, attracts over 30 million monthly online unique visitors. AT&T Interactive consumer apps have a pre-activation presence or have been downloaded through digital app stores on over 40 million mobile phones.
The YP Local Ad Network helps advertisers grow their business and distributes ads to a distinguished list of top publishers whose presence spans online, mobile and TV. AT&T Interactive's wide range of local ad products such as premium listings, performance-based advertising, and search engine marketing provides advertisers an opportunity to increase their presence among consumers who are looking for a local business.
AT&T Interactive products are supported by over 5,000 media consultants from AT&T Advertising Solutions and third party resellers. To learn more visit www.adsolutions.att.com.
Keep tabs on YP products on YP on Facebook: http://www.facebook.com/YP
 Source: AT&T Interactive internal data, 2010 YTD average through December. This data has not been subject to third party review and are not subject to audit
 Source: AT&T Mobility and AT&T Interactive internal data
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