YP Launches ypDisplay, an Ad Targeting Platform
YP, a local marketing solutions provider, is launching ypDisplay, a suite of display advertising solutions to help local businesses build awareness of their brands and reach potential customers even when they aren't searching for a business.
ypDisplay is designed to enable local business owners to expand their reach with image ads targeted to audiences on computers and mobile devices, helping to keep the business top of mind among consumers who have shown an interest in a product or service.
"The proliferation of mobile apps and Web sites has changed how effectively local businesses can reach consumers," said Darren Clark, chief technology officer at YP, in a statement. "Local businesses have long relied on broad awareness-building tactics, and we are now giving them the ability to zero in on digital audiences that are right for their business."
ypDisplay Mobile and ypDisplay Online are the core offerings in this new portfolio, with each offering unique targeting capabilities. ypDisplay Mobile uses mobile location data on smartphones and tablets to identify patterns and interests, enabling local businesses to focus their advertising on consumers in specific segments, content categories, and geographies. ypDisplay Online, which is available on desktops and laptops, uses anonymized, proprietary data to develop Local Audience Segments based on geographic, behavioral, and demographic profiles.
YP follows industry-standard privacy practices in its use of targeted advertising by taking responsible measures to secure any personal information of YP users collected through its sites, while still providing them with products, services, and communications relevant to their interests. Consumers can manage the use of their information by opting-out of retargeted YP advertising.
Consumers Like Mobile Apps, Location-Based Services
A YP study finds that consumers by and large have come to accept mobile apps that access their locations.