YP Local Ad Network Serves Over 1 Billion Mobile Local Ads Monthly

GLENDALE, Calif., Dec. 8, 2011 /PRNewswire/ -- AT&T Interactive's YP Local Ad Network now serves more than one billion mobile local in-app ads monthly[1].  Since the launch of in-app local ads in April, the YP Local Ad Network has been delivering local ads across the nation to 75 mobile publishers such as Topix, as well as major supply side platforms including AdMarvel and Amobee.

"With in-app local ads, AT&T Interactive has dramatically extended the reach of the YP Local Ad Network to mobile," said Mike Fordyce, SVP of Business Development.  "As an example of our local coverage, in a two week period, 14 percent of app users in Los Angeles saw an in-app local ad from the YP Local Ad Network[2]. That kind of unique reach in local makes the YP Local Ad Network a compelling mobile advertising solution for publishers and advertisers."  

According to AT&T Interactive data, click through rates (CTR's) for mobile ads are up to four times more sensitive to distance than online ads, making local coverage and geo-targeting critical to generating positive user engagement.[3]  "AT&T Interactive is redefining mobile local advertising through innovative products like in-app ads," said David Krantz, president and CEO of AT&T Interactive. "Our comprehensive local ad inventory combined with geo-targeting technology enables us to deliver the right ads to the right audience at the right time to generate higher user engagement and conversion."

"We've had a 50 percent increase in eCPMs with in-app ads," said Chris Tolles, CEO of Topix, a comScore-ranked Top 10 online newspaper destination[4].  "In addition, in-app ads were easy to integrate and set up, which enabled us to have ads running live in minutes."

In-App Local Ads Are Part Of the Premiere YP Local Ad Network

AT&T Interactive's in-app local ads benefit from the same assets that have made the YP Local Ad Network successful.  The industry's largest local media sales force helps ensure that more than 16 million local listings are up-to-date across 4,600 different consumer search categories.  The YP Local Ad Network serves search and display ads across online and mobile, enabling over 300 publishers to monetize their properties. The Network's advanced ad technology uses local search trends that may be seasonal or event-based to better connect consumers with local businesses that are most relevant to them. 

In-app local ads are available to mobile app publishers on all major mobile platforms. To learn more about the publisher program visit http://publisher.yp.com.

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 IPTV. YP.com, AT&T Interactive's flagship web property, attracts over 30 million monthly online unique visitors*. YP.com is also accessed by millions of users each month via the mobile web. AT&T Interactive consumer apps have a pre-activation presence or have been downloaded through digital app stores on over 40 million mobile phones**.

AT&T Interactive's robust 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 IPTV. 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 a sales force of more than 5,000 from AT&T Advertising Solutions and other resellers. To learn more visit www.adsolutions.att.com.

Keep tabs on AT&T Interactive products such as YPmobile and YP.com on Facebook: http://www.facebook.com/YP

* Source: AT&T Interactive internal data, 2011 YTD average through October

** Source: AT&T Mobility and AT&T Interactive internal data

About AT&T 

AT&T Inc. (NYSE: T) is a premier communications holding company. Its subsidiaries and affiliates – AT&T operating companies – are the providers of AT&T services in the United States and around the world. With a powerful array of network resources that includes the nation's fastest mobile broadband network, AT&T is a leading provider of wireless, Wi-Fi, high speed Internet and voice services. A leader in mobile broadband, AT&T also offers the best wireless coverage worldwide, offering the most wireless phones that work in the most countries.  It also offers advanced TV services under the AT&T U-verse® and AT&T | DIRECTV brands. The company's suite of IP-based business communications services is one of the most advanced in the world. In domestic markets, AT&T Advertising Solutions and AT&T Interactive are known for their leadership in local search and advertising. In 2010, AT&T again ranked among the 50 Most Admired Companies by FORTUNE®magazine.

Additional information about AT&T Inc. and the products and services provided by AT&T subsidiaries and affiliates is available at http://www.att.com. This AT&T news release and other announcements are available at http://www.att.com/newsroom and as part of an RSS feed at www.att.com/rss. Or follow our news on Twitter at @ATTNews. Find us on Facebook at www.Facebook.com/ATT to discover more about our consumer and wireless services or at www.Facebook.com/ATTSmallBiz to discover more about our small business services.

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About TOPIX

Topix is the leading news community on the Web, connecting people to the information and discussions that matter to them in every U.S. town and city.  A Top 10 online newspaper destination (comScore, July 2011), the site links news from 67,000 sources to 450,000 news topics. Topix also works with some of the nation's major media companies to grow and engage their online audiences through forums and RSS feeds.  Based in Palo Alto, Calif., Topix LLC is a privately held company with investment from Gannett Co., Inc. (NYSE: GCI), The McClatchy Company (NYSE: MNI) and Tribune Company.  For more, visit www.topix.com

[1] AT&T Interactive Internal data.  This data has not been subject to third party review and is not subject to audit.

[2] AT&T Interactive internal data comparing Los Angeles census population data with number of unique visitor IDs viewing an in-app local ad in the Los Angeles area from Oct 10 – 23 2011, adjusted for estimated overlap. This data has not been subject to third party review and is not subject to audit.

[3] AT&T Interactive Internal research. Data analyzed in September 2011 across all 4,600 categories, for sensitivity to distance from 0-5 miles. This data has not been subject to third party review and is not subject to audit.

[4] comScore, Total Universe by Regional/Local Category, July 2011

SOURCE AT&T Interactive