AT&T Interactive Introduces Next-Gen Local Search Experience: YP.COM

New Focus on YP.COM Offers More Ways for Consumers to Discover and Connect with Local Businesses

Apr 06, 2010, 12:03 ET from AT&T Inc.

GLENDALE, Calif., April 6 /PRNewswire-FirstCall/ -- AT&T Interactive today introduced YP.COM, the new YELLOWPAGES.COM, as its evolved flagship web property and brand. Powered by its proprietary local search technology, YP.COM draws from AT&T's history and success in local search to provide innovative solutions that connect consumers with businesses.

"Our new direction with YP.COM reflects our investment in developing local search technology that helps create stronger engagement between consumers and the businesses they are seeking to discover, find, and connect with," said David Krantz, president and CEO of AT&T Interactive. "With the help of our users and 5,000+ local market sales experts, we have a tremendous opportunity to keep helping our advertisers grow their business, while delivering a search experience that brings together richer content and transactional capabilities."  

From the start of the search experience, YP.COM promotes discovery through predictive text search technology that automatically suggests potential search terms as a user enters a business name or category. Search results, supported by YP.COM's database of over 21M business listings(i), allow users to filter results by neighborhood, Video Profiles and business coupons. Giving users more reasons to explore, YP.COM leads to more consumer engagement, which means advertisers have a better opportunity to connect with engaged consumers who are ready to make a decision about where to dine, catch a movie or stay while away from home. While in beta testing, advertisers averaged a 28 percent increase in calls and clicks per search(ii) as a result of placement on YP.COM.

Beyond Business Search

YP.COM users have easy access to expanded lifestyle content. From everyday needs to special occasions, users can explore and take action.

  • For the Traveler: Business and leisure travelers alike can check hotel rates, room availability and book a room with the YP.COM hotel finder.
  • For Local Events: YP.COM event search results give users what they need to find thousands of live events – including ticket prices and the ability to purchase tickets on the spot.
  • For the Car Buyer: Users can search new and used cars by location, make and model on YP.COM. If interested in a specific car, users can even have the seller call them directly.
  • For the Foodies:  Users can find a restaurant and book a reservation all from YP.COM. Find a restaurant by name, category, browsing user reviews or even watching Video Profiles.
  • For Movie Night: YP.COM users can bypass the long lines at the ticket booth by browsing movie times at nearby locations and buying tickets for select theatres.  

More Reason to Share

Access to millions of user reviews on YP.COM gives users the opportunity to not only read recommendations from others – but also share their own opinions. With other social features in the works, users can also share what they discover on YP.COM by emailing it to a friend or sending it to a mobile device from a business' more info page. To actually get to a business, enhanced mapping functionality on YP.COM gives users a good picture of where a business is and directions on how to get there. From browsing reviews to getting directions and sharing information, YP.COM provides a 360 overview of a business, helping users navigate their local surroundings, on a single page.

A heritage of local search leadership

With its initial technological roots dating back nearly 15 years, scaled nationally as the YellowPages.Com, LLC joint venture in 2005, AT&T Interactive continues to build upon its success delivering local information to millions of consumers via its foundational YELLOWPAGES.COM web property. During this time, advertisers nationwide have taken advantage of efficient ways to digitally promote their business through differentiated advertising products such as sponsored listings, Pay Per Call® and Video Profiles – allowing them to effectively reach and engage potential customers. With the move to YP.COM, AT&T Interactive's focus on innovation to meet the needs of both consumers and advertisers will remain a consistent driving force. This commitment applies across the company's multi-platform presence spanning online, mobile and U-verse(SM) TV.  

In 2009, AT&T Interactive contributed nearly $1B in internet revenues – reflecting nearly 18 percent year-over-year growth – to the AT&T Advertising Solutions business.(iii)

Meet YP.COM, through this video.

About AT&T Interactive

AT&T Interactive, a subsidiary of AT&T Inc., is an industry leader in creating local search products and services that encourage consumers to discover local and engage with businesses across the devices and interactive platforms they use most - including online, mobile, and TV. AT&T Interactive's publisher network offers extended distribution to up to 54 million monthly unique visitors.*

* comScore Feb 2010 Network - Potential Reach Unified Measurement

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 3G 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(SM) and AT&T | DIRECTV(SM) 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. 

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AT&T Interactive internal data


AT&T Interactive internal data; Average percent increase in clicks and calls per search across advertisers on YP.COM vs. YELLOWPAGES.COM during the same time period; Feb. 27 - March 27, 2010; Results for specific advertisers will vary.


AT&T Annual Report 2009; Advertising Solutions Internet revenues rose nearly 18% to contribute $884 million.