Fresh from kicking off its new partnership with search engine platform Yahoo, online review site Yelp is now announcing another new partnership – this time with YP (formerly Yellow Pages), one of today’s largest local ad networks.
The strategic deal will allow YP customers to extend their reach and enhance their presence on Yelp. While YP does have its own mobile ad product and collection of online reviews, it could attract the attention of even more business owners, advertisers, and marketers now that they can market across various online properties, including Yelp.
Said YP CEO David Krantz in a statement, “This is a game-changer for local businesses, which will now gain industry-leading consumer access to potentially reach 95 percent of the US Internet market through YP and Yelp’s combined audiences. We’re excited to work with Yelp to deliver superior value in the local search market and look forward to collaborating on future opportunities.
“This partnership allows Yelp to tap into YP’s large, local sales force and advertiser base,” added Yelp CEO Jeremy Stoppelman. “Yelp’s significant consumer engagement, combined with YP’s scale and advertiser reach, will help both companies grow and take local advertising to the next level.”
Search Engine Land’s Greg Sterling noted that content generated on Yelp – such as reviews and ratings, as well as photos and other local business information – is not being syndicated to the profiles of businesses on YP; he did anticipate that this could well happen in the future, similar to how Yahoo now incorporates Yelp reviews and ratings in local search results. Sterling added that he “wouldn’t be surprised if Yelp eventually offered its advertisers distribution on the YP Local Ad Network.”
According to AdWeek, YP is a surprisingly strong player in mobile. In terms of mobile advertising revenue, it is only fifth behind Google, Facebook, Twitter, and Pandora – good for about 2 percent of the toal mobile ad revenues in 2013 in the US.
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