YP Launches Dynamic Store Locator Across the YP(SM) Local Mobile Display Network: New Geo-Fenced Mobile Ads Connect National Advertisers With Consumers at the Neighborhood Level

TUCKER, Ga., July 16, 2012 /PRNewswire/ -- YP, the largest local search, media and advertising company in North America, announced today the launch of Dynamic Store Locator, a powerful new mobile ad unit supported by the industry's leading local mobile advertising platform - YP(SM) Local Mobile Display Network.  The Local Mobile Display Network extends the display capabilities of the YP(SM) Local Ad Network whose scale, targeting capability and robust database of local information make it the premier platform for engaging consumers. The Local Mobile Display Network will now serve Dynamic Store Locator ads within a specific radius of storefronts or desired geo-fence, potentially reaching more than 100 million location-enabled smartphone users in the U.S. With the advertisers' creative assets, YP can dynamically generate a mobile store locator landing page to help advertising agencies and national brands minimize creative and development costs while dramatically reducing time to market.

Proven Performance

Through the Booyah Advertising Agency, YP helped Blockbuster launch a mobile store locator last month that is currently delivering banner click-through rates (CTRs) 25 percent higher than the industry average[1].  YP's proprietary location targeting platform enabled the agency to create custom geo-fences around its client's stores and target nearby consumers.  During a one-month period, the resulting mobile ad campaign saw more than 20,000 consumers use the store locator to find a Blockbuster store.

"We decided to partner with YP because of its expertise in reaching local consumers with mobile ads," said Emily Iverson, Director of Display, Booyah Advertising. "Within 48 hours of submitting creative assets to YP, we were up and running with an optimized branded mobile campaign, which required minimal resources from the agency or client to launch. The geo-fence targeting capability of the YP(SM) Local Mobile Display Network allowed Blockbuster to engage millions of highly qualified mobile consumers in the vicinity of its stores."

Reaching Mobile Consumers with the Right Ad at the Right Time

The following key benefits make the YP(SM) solution the most compelling choice for both advertising agencies and national brands:

• Location Targeting.  Advertisers can leverage YP's geo-fence technology and access its database of over 18 million businesses and points of interest to create custom location-specific targeting profiles, optimizing the YP(SM) Local Mobile Display Network's ability to serve ads to a desired audience.
• Reach and Scale.  Advertisers will have their Dynamic Store Locator ads served across the YP(SM) Local Mobile Display Network, the largest ad network with a true local focus providing potential reach to over 100 million smartphone users and guaranteed access to 100 percent location-targeted ad inventory.
• User Engagement.  Advertisers can reach highly qualified consumers (who have opted in to share their location) with locally targeted, highly engaging ads and brand promotions based on proximity to store locations or other contextual factors such as time of day.
• Ease of Deployment.  Ad campaigns can be created dynamically, reducing time to market and development costs. YP offers customized campaigns that include creative optimization, comprehensive reporting and analysis.

Consumers who click through Dynamic Store Locator ads are taken to a mobile optimized landing page that automatically adapts to an advertiser's brand requirements (including logos and colors) and encourages users to take action – including making a call, getting directions, taking advantage of promotions, visiting a website, or engaging with a business through social media.

"Although national brands benefit from a prominent footprint across the U.S. market, they're often challenged with engaging consumers at the neighborhood level," said Mike Fordyce, Senior Vice President, Business Development & Alternate Channels, of YP.  "We have created a seamless solution that makes it easy for advertisers to reach and encourage mobile consumers to visit nearby storefronts. With insight into billions of local search experiences across the YP(SM) Local Ad Network, we have an unsurpassed ability to continually extend our product platform and offer compelling solutions such as the Dynamic Store Locator."

Local Mobile Spending to Surpass National Mobile Spending by 2016

According to BIA/Kelsey's Annual U.S. Local Media Forecast, local mobile spending will comprise 65 percent of the total mobile spend by 2016, surpassing ad spend for national mobile campaigns. Studies have also shown that proximity to a business location is one of the strongest determinants of click-through rate (CTR) in mobile advertising.

"The rapid consumer adoption of smartphones and the desire of national advertisers to engage local consumers provide a tremendous market opportunity in the local mobile advertising landscape," added David Kurtz, Vice President, Publisher Products, of YP. "The YP(SM) Local Mobile Display Network has the potential to touch nearly every smartphone user in the U.S.  The combination of Dynamic Store Locator and the YP(SM) Local Mobile Display Network is a strong value proposition for any national brand looking to capitalize on the growing mobile local advertising opportunity."

The YP(SM) Local Mobile Display Network

The YP(SM) Local Mobile Display Network extends the display capabilities of the YP(SM) Local Ad Network, which serves search and display ads across online and mobile platforms. The Local Ad Network enables all types of publishers to monetize their proprieties and provides advertisers a way to generate leads with extended distribution beyond YP flagship properties – the top 40 ranked YP.com(SM) site and YPmobile® products of local search applications.  For local and national advertisers, the YP(SM) Local Ad Network provides unparalleled solutions for reaching local consumers at the neighborhood level.

For more information about the Dynamic Store Locator, please visit YP.com/StoreLocator.

About YP

YP is North America's largest local search, media and advertising company. Its mission is to develop innovative solutions that connect consumers and businesses. 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(SM) site, a top 40 U.S. Web domain, the highly rated YP(SM) app and the YP Real Yellow Pages(SM) 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(SM) Local Ad Network provides advertisers with an opportunity to reach more than 180 million monthly users across 300 affiliated online and mobile publishers.  Through customized campaigns designed by expert advisors, YP provides local businesses with one of the most cost effective sources for consumer leads.

YP products and service are backed by thousands of media consultants and customer service professionals in local markets across the US with relationships spanning over 700,000 businesses.

Keep tabs on the YP(SM) brand on Facebook: http://www.facebook.com/YP or by following @YP on Twitter.

About Blockbuster L.L.C.

Blockbuster L.L.C. is a subsidiary of DISH Network Corporation, leading the movie and game industry in digital and disc rentals and sales. Blockbuster provides convenient access to family entertainment through a variety of channels — by mail via www.blockbuster.com, in almost 900 stores across the U.S., via digital movie downloads using a PC, Blu-ray player, connected TV or portable device, and via Blockbuster @Home through DISH Network - making it easy and convenient to access family entertainment. Blockbuster offers games for all major gaming devices, including Nintendo DS, Nintendo 3DS, PS2, PS3, PSP, Wii, Xbox and Xbox 360. Focused on ease and convenience, it's no wonder that Blockbuster serves millions of customers nationally and internationally. For more information please visit our website at www.blockbuster.com.

About Booyah

Founded in 2001, Booyah Advertising is a full service digital agency that manages every aspect of selling a product or service online, including: Paid Search, Display Media, Social Media, SEO and Creative Services.  In 2011, Booyah managed about $70M online for clients such as DISH Network, Fiji Water, Vail Resorts, Blockbuster, Teleflora, Dirt Devil, Little Tikes, Vitamin Shoppe and many other local and national brands.

[1] Results will vary by geography, category, business and advertising campaign. Results cannot be used to predict results for any other advertiser.

SOURCE YP