Local media organizations facing incredible competition have to understand the media spending trends and behaviors of advertisers within key vertical industries. One particular area is the health care vertical. BIA/Kelsey estimates that for 2015 the total advertising spending in local…
If you're a regular reader of this blog, you'll notice that several of our recent research reports are covering SMBs of specific size brackets. We started with a report on SMBs with a single employee, then covered SMBs with 2-9…
YP is "not your grandmother's Yellow Pages company" and is poised for real growth as the second largest mobile search ad company in the U.S. behind Google, said YP CMO Allison Checchi during a keynote address at Leading in Local:…
YP is "not your grandmother's Yellow Pages company" and is poised for real growth as the second largest mobile search ad company in the U.S. behind Google, said YP CMO Allison Checchi during a keynote address at Leading in Local:…
YP has named David Lebow to the newly created position of Chief Revenue Officer, reporting to CEO David Krantz. Lebow was previously executive vice president, digital markets. This promotion puts Lebow in charge of YP's enormous 4,000 person sales…
The wall between national and local marketing is falling with tech-empowered consumers able to find their information wherever they want it, noted YP's EVP & GM of Digital Markets David Lebow during a keynote at Leading in Local: The National…
The wall between national and local marketing is falling with tech-empowered consumers able to find their information wherever they want it, noted YP's EVP & GM of Digital Markets David Lebow during a keynote at Leading in Local: The National…
A few years ago, Merchant Circle pushed the boundaries of SMB marketing,-- getting claimed profiles from over one million SMBs with just minimal staff but the latest in social marketing (and telemarketing) techniques. The site has continued to develop after…
Print Yellow Pages was (just barely) on top in the General Services advertising category in 2012, generating almost $3.8 billion from this vertical. General Services is comprised of 12 different categories, including legal, accounting, janitorial, landscaping and various professional, scientific…
Our inaugural SMB Digital Marketing event keeps building and building. We’re being welcomed to Chicago for the Sept. 17-19 event by Mayor Rahm Emanuel, and have already announced key speakers, including Dex One CEO Alfred Mockett, Constant Contact CEO Gail…
One of the most common tasks users perform on AT&T Interactive's YP.com is browsing local eateries in search of a good meal. Thanks to a new partnership with NYC start-up SinglePlatform, this task becomes easier with the addition of local restaurant menus…
Nir Lempert, CEO of Israel-based Golden Pages, discussed his company's transformation from print to a vertically focused media player. The key to transforming, Lempert said, has been about empowering consumers. And thus the advertisers and revenues have followed. In 2004…
David Krantz, president and CEO of AT&T Interactive, announced the launch of AT&T's "Deal of the Day" program this afternoon at the BIA/Kelsey Deals 3D conference. The program is being offered initially in three markets: Atlanta, Dallas-Ft. Worth and Los…
This is the first in a series of interviews we will be doing with executives focused on Social Local Media
While much has been made of how social media is changing consumer behavior, advertisers are struggling to keep up with and make sense of this shiny new toy. Matthew Goldman is the executive director of product management for subscription ad products at ATT Interactive (parent of YellowPages.com). Goldman is ATTi’s point man on social strategies for its advertisers.
What Products Are You Responsible For?
I am responsible for Consumer & Advertiser Products including IYP products, YP 360, websites, mobile websites and social media products.
How Does ATTi Think About Social Media Regarding Its Advertisers?
Social needs to be interwoven into everything. Three years ago there was hardly any focus on social within the organization, and perhaps in the industry. Now it’s everywhere and we’ve bought into that.
We are providing the basics. For example, when we build a website for an advertiser it will have FB like button and Twitter feeds. If you add video there are video sharing tools and virtual tours. In addition you can add a Facebook Fan page to your site.
What Are You Doing for Reputation Monitoring?
In August 2010 we rolled out our Online Presence Manager, which allows a business to review its reviews from a variety of review sites. We are private labeling Marchex’s platform and integrating it with ATT’s single sign-on. Any ATT customer who buys any ad product, including a bold listing in the book, is provided with ability to sign up for a free/lite version. The lite version limits the number of trends you can track and provides a monthly email summary of activity. For businesses that don’t get a lot of reviews, this is a good way to start. The paid version is about $30/month and includes unlimited history and alerts and competitor comparison view, so you can see how the guy across the street is doing. We are seeing pretty strong take rates and now have over 10,000 customers, many of which are paid.
ATTi’s Online Presence Manager Reviews Dashboard
The Internet Yellow Pages business model has largely refocused on hosting small-business websites, and upselling from that position. At least, it has for Yellowbook. Yellowbook Chief New Media Officer Pat Marshall, speaking at the recent Borrell conference in New York,…
Mobile now accounts for a third of AT&T’s local search, according to AT&T President and CEO David Krantz, who was speaking at the Borrell show last week in New York. “We truly believe that mobile is bigger than the Web,”…
One of the bigger questions is how the local portals will fully leverage the emerging social deals platform, with deal a day, coupons, flash sales, et al. Local.com, which reaches 22 million unique visitors via its destination site and network,…
When it was launched in 2004, Gannett’s Planet Discover was a pioneer in local search and later, the development of local online marketplaces. But it has lately had a lower profile, dating to a temporary mid-2007 mandate to focus on…
As my colleague Jed Williams has previously written, Yext’s Tags initiative is a big one, going up against Google Places with a broad (and "open") network of 20 participating Internet Yellow Pages and online directory sites, including AOL’s MapQuest and…
ZipLocal, the independent U.S. directory publisher with more than 300 print directories, is bolstering its digital suite through the integration of VendAsta's StepRep reputation management tool. VendAsta's white-label product will be available to ZipLocal's 110,000 advertising businesses, and soon thereafter,…
