Home » Marketing » Yelp and YP Enter Into Agreement for “Strategic” Content, Distribution Partnership

Yelp and YP Enter Into Agreement for “Strategic” Content, Distribution Partnership

Click here to view original web page at searchengineland.com

YP and Yelp have announced a strategic partnership that will in the near future provide YP advertisers with an enhanced presence on Yelp and effectively bring Yelp into the YP Local Ad Network. There is probably a revenue sharing deal in the background but the parties declined to discuss terms.yelp

Yelp has existing content deals with Yahoo, Bing, Apple and others. However, this YP deal is quite different than those, which are mainly about the inclusion of Yelp reviews content in local search results.

Under the terms of this deal, as I understand them, YP advertisers will gain access to the following:

  • Distribution/exposure to Yelp’s large local audience
  • The full range of profile features and capabilities associated with Yelp’s “branded profile” (call to action button, slideshows, ROI metrics, etc.)The content already present in business owner profiles on YP will populate in equivalent fields on Yelp. However, YP advertisers on Yelp will not see removal of competitor ads on those profile pages. Yelp said as a practical matter that ads may or may not appear on those YP-associated profiles.Consumers won’t experience anything necessarily different, except more Yelp profiles with enhanced content. YP has the largest base of small business advertisers of any local media company.

    Yelp gains access to YP’s 4,000-strong salesforce (indirectly) and expanded content on profiles that may not have been claimed. (Yelp reminded me that it has more than 1,000 primarily telephone sales reps itself.) In other words it improved the consumer experience with additional content.

    The program and distribution are available to YP advertisers and will be another incentive to advertise on YP. The latter will continue to service and “own” the marketer relationship but business owners are free to independently advertise on Yelp if they so choose.

    Both YP and Yelp stressed to me that this was the beginning of their partnership. Other products, services and features could be (and will likely be) developed in the future.

    Interestingly, Yelp reviews content is not being syndicated to YP today. I would anticipate that Yelp reviews and images will eventually make their way to YP properties in the future.

    I also wouldn’t be surprised if Yelp eventually offered its advertisers distribution on the YP Local Ad Network. YP has great mobile network reach in particular and is the third largest US mobile ad network by revenues (per eMarketer) after Google and Facebook.

    I’m speculating about these future scenarios however. Regardless of how it plays out over time, both parties characterized the deal as a major “win, win” for all involved.

commentscomments

  1. Cassandra Alford says:

    Yеsterday, while I was at wοrk, my sister stole my apple ipad and tested to
    see if it can shrvive a forty foot drop, just so she can be
    a youtube sensation. My apple iрad is now broken and she has 83 views.
    I know this is completely off topic but Ӏ had to share it with sоmeone!

  2. Agent cam says:

    Currently it looks like WordPress is the preferred blogging platform available right now.

    (from what I’ve read) Is that what you’re using on your blog?

  3. micaela_brassard says:

    Grеat article! We aгe linking to tҺiѕ рarticularly ցreat article on ouг website.
    Ҡeep սp tɦe great writing.

  4. kristeneasterbrook says:

    For mist up-to-date news уyou haѵe to viѕit world-wiԁe-web аnd on web I found this website aѕ a best web site foг moswt recent updates.

  5. Www.Yellowpages.Com says:

    Typically I would not examine submit with blogs and forums, even so would like to declare that this kind of write-up pretty compelled me to perform so! Your own composing taste have been shocked everyone. Thanks, incredibly good article.

Leave a Reply

Your email address will not be published. Required fields are marked *

*

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>

badge