Leader in Local, Mobile Updates App and Introduces New Brand Campaign; App Enables Users to Manage their “Local Graph” of Merchants
ATLANTA - YP, North America’s largest local search, media and advertising company, announced that it has introduced the next generation of the YP℠ app, which has been fully redesigned to better connect consumers with merchants, and help local businesses and communities grow. Since launching one of the App Store’s first location-based apps in 2008, YP’s mobile business today contributes over $350M to the Company’s over $1 billion in annual digital advertising revenue, making YP the #2 mobile ad company in the U.S., according to IDC analyst research.
“We were an early innovator in mobile local search and continue to aggressively build on our established foundation to meet the evolving needs of our users and advertisers”
YP’s redesigned app, the Company’s first major update since spinning off from AT&T, addresses feedback from YP’s millions of users and its 600,000 advertisers. The app, now available for iPhone and Android device users, provides an improved platform to drive repeat connections between mobile users and local merchants and further empowers YP’s 75 million monthly unique visitors of the YP app and YP.com. With YPmobile® products generating more than three calls to a local business every second, the redesign is part of the Company’s continuing investment in initiatives that further facilitate local commerce.
“We were an early innovator in mobile local search and continue to aggressively build on our established foundation to meet the evolving needs of our users and advertisers,” said David Krantz, CEO of YP. “Local searches on mobile devices now exceed 40 percent of YP’s total searches and the trend in user preference towards mobile will be an important component for continuing to propel our multi-billion dollar business as the go-to partner for both consumers and advertisers. As the leader in local search and advertising, we will continue to focus on investing in innovative ways to improve our platforms and better connect local businesses with customers.”
Rated 4.5 stars in the App Store and Google Play, the app now showcases a new YP logo and reflects a fresh, more engaging visual design. Users are greeted with a completely refreshed and personalized home screen, based on a user’s location, time-of-day, and search history, with quick access to popular search and browse features, as well as the new My Book feature. My Book enables users to manage their “local graph” of merchants, helping them connect, reconnect and refer their go-to businesses. The YP app, including the customizable My Book, will continue to evolve with additional capabilities over the coming months to better connect users with local businesses to help them get things done.
In addition, as recently introduced and incorporated into the redesigned app, the Company’s new logo is one element of YP’s new multi-channel brand and advertising campaign. Anchored by the tagline, “The new way to do.℠”, YP’s new brand campaign reflects YP’s commitment to be the most efficient tool to getting the job done. Instead of relying on general search engines and review sites, YP is designed for doers who are busy, want to get a lot done and rely on YP to connect with businesses that can help. The advertising campaign will roll out in local markets as well as nationally over the next few months.
YP is North America’s largest local search, media and advertising company. Its mission is to help local businesses and communities grow. Over 75 million monthly unique visitors rely on YP to select local businesses that will help them get things done. YP’s flagship consumer brands include the YP.com℠ site, one of the 40 most visited web domains in the U.S., the 4.5+ star rated YP℠ app and the YP Real Yellow Pages℠ directory.
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. $350 million of its over $1 billion in annual digital advertising revenue is attributed to mobile. The YP℠ Local Ad Network, along with other YP distribution channels, provides advertisers with an opportunity to reach nearly 95% of monthly Internet users across more than 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 services are backed by thousands of media consultants and customer service professionals 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, acquired a controlling interest in YP from AT&T in 2012.
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