Insights

White Papers

Engaging Connected Consumers: Mobile Strategies for Local Businesses, Brands & Retailers

    The mobile, social and digital revolutions are reshaping nearly every aspect of individuals' lives and, in the process, creating new opportunities and challenges for companies and businesses seeking to engage consumers. Based on a survey of smartphone owners, this white paper explores the habits and opinions of "connected consumers" and gives detailed strategies for how businesses of any size can successfully engage these users.

    The topics presented include:

    • how consumers connect to different types of businesses
    • how connectedness shapes consumer behavior
    • strategies for local businesses, brands and retailers to engage connected users

    » Download the report

How National Brands Can Advertise to Individuals at the Local Level

    This paper discusses how national brands can reach more consumers at the local level. The key success factors in local advertising include gathering multiple layers of context on consumers' immediate intent and foreseeable desires and then being prepared to capitalize on those opportunities. The breadth of this information can provide both immediate and long-term opportunities to promote brands in ways that traditional advertising cannot.

    The topics presented include:

    • The multiple layers of context now available to national local advertisers
    • what national brands can accomplish at the local level
    • strategies for choosing partners that can help national advertisers accomplish their goals

    » Download the report

Why Metrics Matter
The Media Strategist Inc.

    As the complexity of the online landscape grows, the variety of digital measurement options available to marketers and publishers also increases. But how do advertisers and brands select the option that's best for them? What are the different online measurement methodologies? Who are the key players in the space? This free white paper helps to answer these questions by providing a comprehensive analysis of the many digital measurement sources and services within the digital ecosystem.

    Insights within the report include:

    • Common terms related to web traffic metrics
    • Comparisons of approaches to digital media measurement
    • Emerging measurement approaches, such as hybrid or unified digital measurement

    » Download the report

How Consumers Are Using Local Search: Results from a National Survey
Dr. Phil Hendrix, immr

    Local search is changing in ways that are important for consumers, businesses and the search industry. YP and Street Fight teamed up with research firm immr to conduct a national survey examining how individuals search, where they search, and what they search for.

    Valuable findings include:

    • 4 in 10 indidivuals use local search every day
    • Consumers that own multiple devices make exponentially more local searches
    • "Avid Local Searchers" perform half of all local searches
    • Individual perception of "Local" is elastic based on where a person lives and what they search for

    » Download the report

Digital Local Advertising Helps Advertisers and Publishers Grow Faster, Be More Competitive
Karsten Weide, IDC

    There is a tremendous business opportunity for advertisers and publishers looking to utilize digital local advertising. YP sponsored research firm IDC to explain the current state of digital local advertising and to provide an in-depth look at the role of local advertising networks, including the YP Local Ad Network.

    Read this white paper to learn about digital local advertising, including:

    • How advertisers and publishers benefit from digital local advertising
    • The role of local ad networks in the ecosystem
    • The different types of local ad networks
    • Analysis of key players in local digital advertising
    • The future outlook of digital local advertising

» Download the report

The Promise of Hyperlocal: Opportunities for Publishers and Developers
Dr. Phil Hendrix, GigaOM Pro

    Hyperlocal advertising represents an important new monetization opportunity for mobile publishers and app developers. When executed properly, it has the potential to deliver more relevant ads and generate higher levels of audience engagement. This free GigaOM Pro report, underwritten by YP, formerly AT&T Interactive, examines hyperlocal advertising opportunities for publishers and developers.

    Valuable insights include:

    • Factors fueling the growth of location-based mobile advertising
    • Results publishers are achieving
    • Analysis of local ad networks
    • Ideas for making location an integral part of mobile websites and apps

    » Download "The Promise of Hyperlocal: Opportunities for Publishers and Developers"

Local Ad Networks - Making Sense of Local Online Advertising
Andrew Shotland and Chad Schott

    Local Advertising is predicted to grow to $150 billion by 2015, according to BIA/Kelsey. In an ongoing effort to provide insights and clarity on the local advertising ecosystem, YP commissioned BIA/Kelsey to provide an overview of Local Ad Networks. The free downloadable report analyzes the role of Local Ad Networks in enabling effective local advertising for small businesses.

    Valuable breakthrough findings include:

    • Advertising challenges facing small businesses
    • Analysis of key players in local advertising
    • Recommendations for selecting a Local Ad Network
    • The future of local advertising

    » Download the executive summary (2 pages)

    » Download the full report (23 pages)

Nielsen Local Mobile Search Study, Part 1: The Searchers
How consumers make mobile purchase decisions and interact with advertising

    YP recently commissioned Nielsen to conduct in-depth research into what drives local mobile searchers to purchase, allow location detection, and more. This report provides insights into the role of mobile devices in search, decision making, and advertising. Also examined are the implications for advertisers, marketers, and publishers within the location-based services ecosystem.

    Gain valuable insights on mobile consumer behavior, including:

    • How likely are mobile local searchers to allow apps to determine their location?
    • Where most mobile local searches occur?
    • What is the shape of the local purchase funnel, from search, to walk-in purchase?

    » Download "How consumers make mobile purchase decisions and interact with advertising"

Nielsen Local Mobile Search Study, Part 2: The Advertisers
What advertisers need to know about how Local Mobile Searchers interact with advertising

    YP commissioned Nielsen to conduct a custom study to understand how mobile devices have changed the way consumers search. The study also examined how local mobile consumer behavior impacts the advertisers trying to reach them.

    In this second installment of a three part series, the author focuses on issues related to advertisers, explaining what they need to know about how consumers are using their mobile devices to search for their businesses.

    Gain valuable insights on how to reach local mobile searchers, including:

    • The types of information that local mobile searchers are looking for
    • The strategies advertisers should use to reach local mobile searchers
    • How ad placement and relevancy impact customer emails, calls and visits to local businesses
    • The distinct behavior of searchers who use YPmobile® products

    » Download "Nielsen Local Mobile Search Study, Part 2: The Advertisers"

Nielsen Local Mobile Search Study, Part 3: The Publishers
What publishers need to know about how Local Mobile Searchers interact with advertising

    YP commissioned Nielsen to conduct a custom study to understand how mobile devices have changed the way consumers search and shop. Part 1 of the study provided insights into what drives local mobile searchers to purchase, allow location detection, and more. Part 2 of study focused on issues related to advertisers, explaining what they need to know about how consumers are using their mobile devices to search for their businesses.

    In this third and final installment of the series, we examine ways publishers can extract new value from the mobile landscape and the evolving habits of local mobile searchers.

    Key findings for publishers include:

    • 41% of Searchers who used YP properties, such as YPmobile® products, clicked on an ad based on its relevance to their particular needs
    • Half of all Searchers are likely to reveal location
    • Publishers that serve local ads from the YP Local Ad Network have increased eCPMs by 15% to 44%

    » Download "Nielsen Local Mobile Search Study, Part 3: The Publishers"

Digital Deals: The Birth of a New Global-Local Market
Greg Sterling, Senior Analyst & Program Director, Internet2Go, (an Opus Research advisory service)

    YP, continuing its effort to advance key insights on the local advertising ecosystem, commissioned Opus Research to author this paper, which provides current analysis on digital deals, one of the industry's hottest media trends.

    Valuable breakthrough findings include:

    • Number of US consumers actively subscribing to daily deal programs
    • Deal redemption rates and best practices for local businesses
    • Average deal price and ROI measurements for advertisers
    • Upcoming trends, market players and emerging channels

    » “Digital Deals: The Birth of a New Global-Local Market”—a free YP commissioned white paper

The Promise of Mobile Advertising
Chetan Sharma, Chetan Sharma Consulting

    As new media channels diversify to meet the evolving demands of both consumer and advertiser, no other communications platform hold more promise than mobile. With its unique opportunity to combine content, context and location, the mobile platform supports national brand advertising while providing significant impact to local advertisers looking to leverage immediacy, location and personal connectivity to engage with potential customers.

    » Download “The Promise of Mobile Advertising”— a free YP commissioned white paper