We live in a multi-screen world, where an action begun on one device is often completed on another. Marketers are eager to follow a consumer all the way along this cross-device chain of actions. That’s the cross-device retargeting challenge, and YP has entered the game with a new product, aptly named Cross Device Retargeting, that helps brands do just that.

According to comscore data from a survey that YP commissioned, 73 percent of YP searchers switch devices to complete local business searches.

YP is working with Tapad to power Cross Device Retargeting, which enables advertisers to begin serving messages to consumers wherever they start a search, and as they switch devices, they can continue targeting that consumer, across desktop and mobile websites and within apps.

“National brands are trying to focus beyond location to precise behaviors,” said David Lebow, Chief Revenue Officer at YP, in a statement. “With cross device retargeting, we now have the ability to reach consumers at critical moments in the purchase process no matter the device they’re using.”

Retargeting is increasingly critical to marketers. One survey conducted jointly by Adroll (a retargeting company) and Qualtrics found that the share of marketers that report spending 10 to 50 percent of their budget on retargeting rose from 53 percent in 2013 to 71 percent last year. Budgets are going up because retargeting works. According to the same survey, “92 percent of marketers report retargeting performs equal to or better than search, 91 percent equal to or better than email, and 92 percent equal to or better than other display.”

The larger context here is of course the shift from desktop to mobile search. In recognition of that trend, for example, Google tested out a desktop to mobile retargeting product last year.

Speaking of Google, YP recently earned the search giant’s 2014 North America Premier SMB Partner (PSP) Award for “Highest Growth.” This award recognizes the Google partner with the highest new AdWords revenue from new accounts. YP touches about a half million SMB advertisers with its various print, desktop and mobile products.

The post YP Launches Cross-Device Retargeting appeared first on BIA/Kelsey - Local Media Watch.

Fifty plus industry leaders will grace the stage at Leading in Local: SMB Digital Marketing Sept. 22-24 in New Orleans. We’re looking forward to a great show. Want to do some research before the event? Here’s some recent BIA/Kelsey blog coverage of the featured speakers (Click on the hyperlinks).

Acxiom: Scott Howe, CEO (Keynote, Day 2)

Alignable: Eric Groves, CEO (Future Stars, Day 2)

Booker: Josh McCarter, CEO (Scheduling ,Day 2)

Facebook: Joe DeVoy, Product Manager, Local Ads, Facebook (Social Media Shift, Day 2)

First Data/Perka: Mike Lazarro, Head of Planning (Beyond Advertising, Day 3)

ForwardLine: Craig Coleman, CEO (Cultivating SMB Success, Day 2)

Groupon: Dan Roarty, VP, Product Development (Keynote, Day 2)

Local Media Association: Nancy Lane, President (Local Media Heavy Hitters, Day 3)

Radius: Megan Austin Karlen, VP (Smart Data, Day 2)

ReachLocal: Sharon Rowlands,CEO, (Keynote, Day 2)

SignPost: Stu Wall, CEO (Beyond Advertising, Day 3)

Verve: Tom Kenney, President (Brass Tacks Mobile, Day 2)

Wanderful Media: Doug Kilponen, COO (SMB Retail, Day 2)

Yelp: Darnell Holloway, Sr. Mgr., Community Outreach (SMBs On Stage with Yelp, Day 1); Peter Curzon, Business Development ( Brass Tracks Mobile, Day 2)

YP: Jeff Federman, SVP, Digital (Brass Tacks Mobile, Day 2)

The post Useful Research for New Orleans: Recent Blog Coverage, SMB Digital Marketing Speakers appeared first on BIA/Kelsey - Local Media Watch.

The U.S. search and directories company YP announced it generated nearly $400 million in mobile advertising revenue in 2013, placing it behind Google and Twitter as the third largest mobile advertising company. YP also reported it has total digital ad revenue of nearly $1 billion in 2013.

“In a rapidly changing digital landscape, we’re proud of YP’s leading mobile market share. We’re making strides this year to drive these numbers — from YP’s enhanced cross-platform consumer experience to market-leading search capabilities and mobile location-based ad targeting solutions – and are committed to mobile as a core part of our strategy,” said David Krantz, CEO of YP, in a prepared statement.

YP’s mobile performance is impressive, among legacy Yellow Pages companies as well as among media companies generally. Most of YP’s peer companies continue to capture mobile revenue in the broader digital revenue bucket, but some are beginning to offer some transparency into mobile revenues, particularly as mobile revenue growth is significantly outpacing desktop search revenue growth.

The Nordic search and directory company Eniro, for example, generated SEK 202 million in mobile revenue in the first half of 2013, which is 18 percent of the company’s digital, or “mutliscreen” revenue. Impressive, but lower than YP’s roughly 40 percent ratio. Eniro was among the first directory companies to generate significant revenues from mobile advertising.

In another key development, YP has reorganized to create a separate business unit devoted to the company’s printed product, which still produced a majority of the company’s revenue and margin. The company has hired Jack Freker to take on the role of president, print media solutions, reporting to Krantz. Freker is the former CEO of First Advantage, a company that provides employee background screening services to employers.

A YP spokesperson said the reorganization allows the company to focus more attention on both its print and digital product sets. The change will not impact the sales organization, the spokesperson said.

We’ve been seeing efforts around the industry to divide organizations into business units that focus to varying degrees on print, core owned and operated digital products like IYP and mobile apps, and digital marketing services products, ranging from search engine marketing to websites to reputation management. Eniro, Yellow Pages Group New Zealand, Publicar (formerly Carvajal) are among the publishers pursing reorganizations along these lines.

Unlike with YP’s new print unit, most of these reorganizations have involved some degree of sales force segmentation as well. For example, Eniro has separate sales organizations for its Eniro branded products (online and mobile), it local print directories its media products group, which features performance based products like SEM.

The post YP’s Reveals Big Mobile Dollars appeared first on BIA/Kelsey - Local Media Watch.

The U.S. search and directories company YP announced it generated nearly $400 million in mobile advertising revenue in 2013, placing it behind Google and Twitter as the third largest mobile advertising company. YP also reported it has total digital ad revenue of nearly $1 billion in 2013.

?In a rapidly changing digital landscape, we?re proud of YP?s leading mobile market share. We?re making strides this year to drive these numbers ? from YP?s enhanced cross-platform consumer experience to market-leading search capabilities and mobile location-based ad targeting solutions ? and are committed to mobile as a core part of our strategy,? said David Krantz, CEO of YP, in a prepared statement.

YP’s mobile performance is impressive, among legacy Yellow Pages companies as well as among media companies generally. Most of YP’s peer companies continue to capture mobile revenue in the broader digital revenue bucket, but some are beginning to offer some transparency into mobile revenues, particularly as mobile revenue growth is significantly outpacing desktop search revenue growth.

The Nordic search and directory company Eniro, for example, generated SEK 202 million in mobile revenue in the first half of 2013, which is 18 percent of the company’s digital, or “mutliscreen” revenue. Impressive, but lower than YP’s roughly 40 percent ratio. Eniro was among the first directory companies to generate significant revenues from mobile advertising.

In another key development, YP has reorganized to create a separate business unit devoted to the company’s printed product, which still produced a majority of the company’s revenue and margin. The company has hired Jack Freker to take on the role of president, print media solutions, reporting to Krantz. Freker is the former CEO of First Advantage, a company that provides employee background screening services to employers.

A YP spokesperson said the reorganization allows the company to focus more attention on both its print and digital product sets. The change will not impact the sales organization, the spokesperson said.

We’ve been seeing efforts around the industry to divide organizations into business units that focus to varying degrees on print, core owned and operated digital products like IYP and mobile apps, and digital marketing services products, ranging from search engine marketing to websites to reputation management. Eniro, Yellow Pages Group New Zealand, Publicar (formerly Carvajal) are among the publishers pursing reorganizations along these lines.

Unlike with YP’s new print unit, most of these reorganizations have involved some degree of sales force segmentation as well. For example, Eniro has separate sales organizations for its Eniro branded products (online and mobile), it local print directories its media products group, which features performance based products like SEM.

The post YP's Reveals Big Mobile Dollars appeared first on BIA/Kelsey - Local Media Watch.

The spanking new program is set for Leading in Local: The National Impact, which is May 7-9 in Atlanta.

We’ve put together a great list of 55 hand-picked speakers – all centered on what’s really happening in local with a special, unprecedented eye on the all important franchise and brand customer — plus a unique tour of The Weather Company (and a chance to meet weather celebrity Sam Champion.)

Leading executives and thought leaders with advanced franchise and brand applications for local are at the top of the bill, including:

— Chip Perry, Independent Consultant, AutoTrader’s ‘First Employee’
— Curt Hecht, Global CRO, The Weather Co.
— Mark Marinacci, President, Gannett/GO Digital
— David Lebow, EVP & GM of Digital Markets, YP
— Mitch Spolan, EVP, Global Retail, Living Social

And we’ve added some great session speakers, including:

— John Gregory, Chief Category Development Officer, AOL
— JonPaul Rexing, director of sales, ESPN Local
— Kevin Vanes, director, national sales and partnerships, Angie’s List.
— Meribeth Papuga, Exec VP and Director of Local Activation, MediaVest

The centerpiece of the conference is several key sessions where we go deep on search, geotargeting, digital agencies, cross channel and loyalty programs. Leaders will share their local insights from top franchise groups and brands representing most of the top local verticals, including auto dealers, real estate, restaurants/dining, health services, insurance, travel, consumer packaged goods, moving and cleaning. The companies appearing include a vital cross- section of U.S. commerce:

— AAA of the Carolinas
— Aflac
— AutoTrader
— General Mills
— Genghis Grill
— McKesson Health
— Maid Right
— Scion
— Two Men and a Truck
— U-Haul International

Will you join the BIA/Kelsey local community in Atlanta? Register

The post Speaker Update for ‘Leading in Local: The National Impact’ May 7-9, Atlanta appeared first on BIA/Kelsey - Local Media Watch.

The spanking new program is set for Leading in Local: The National Impact, which is May 7-9 in Atlanta.

We?ve put together a great list of 55 hand-picked speakers ? all centered on what?s really happening in local with a special, unprecedented eye on the all important franchise and brand customer — plus a unique tour of The Weather Company (and a chance to meet weather celebrity Sam Champion.)

Leading executives and thought leaders with advanced franchise and brand applications for local are at the top of the bill, including:

— Chip Perry, Independent Consultant, AutoTrader’s ‘First Employee’
— Curt Hecht, Global CRO, The Weather Co.
— Mark Marinacci, President, Gannett/GO Digital
— David Lebow, EVP & GM of Digital Markets, YP
— Mitch Spolan, EVP, Global Retail, Living Social

And we’ve added some great session speakers, including:

— John Gregory, Chief Category Development Officer, AOL
— JonPaul Rexing, director of sales, ESPN Local
— Kevin Vanes, director, national sales and partnerships, Angie’s List.
— Meribeth Papuga, Exec VP and Director of Local Activation, MediaVest

The centerpiece of the conference is several key sessions where we go deep on search, geotargeting, digital agencies, cross channel and loyalty programs. Leaders will share their local insights from top franchise groups and brands representing most of the top local verticals, including auto dealers, real estate, restaurants/dining, health services, insurance, travel, consumer packaged goods, moving and cleaning. The companies appearing include a vital cross- section of U.S. commerce:

— AAA of the Carolinas
— Aflac
— AutoTrader
— General Mills
— Genghis Grill
— McKesson Health
— Maid Right
— Scion
— Two Men and a Truck
— U-Haul International

Will you join the BIA/Kelsey local community in Atlanta? Register

The post Speaker Update for 'Leading in Local: The National Impact' May 7-9, Atlanta appeared first on BIA/Kelsey - Local Media Watch.

Big media brands like Gannett, Living Social, Weather.com and YP will take center stage next month at BIA/Kelsey’s Leading in Local: The National Impact conference in Atlanta.

We asked BIA/Kelsey Managing Director Rick Ducey to talk about the messages big media brands will have for national brands looking to localize their marketing efforts. One element that stands out is media brands’ ability to generate compelling local content.

“National marketers have become very enamored with this notion of of native or content advertising,” Ducey said. “If you can get content that is sourced locally and targeted to a local venue, that is very engaging from a consumer perspective.”

Watch the video below to hear Rick talk about the role of national media brands at the conference, which takes place May 7-9 in Atlanta.

Next week we will dig deeper into big media brands, interviewing Curt Hecht, Chief Global Revenue Officer at the Weather Company, which operates The Weather Channel and weather.com. Hecht will be the Day 2 morning keynote speaker at Leading in Local: The National Impact.

BIA/Kelsey’s Mike Boland riffed on Weather.com’s local nature in a recent Local Media Watch blog post.

The post Big Media Brands Take Center Stage at Leading in Local: The National Impact appeared first on BIA/Kelsey - Local Media Watch.

This is YP’s first acquisition since it launched in May 2012. Sense Networks offers location, behavioral targeting and audience targeting capabilities. “With Sense we are now able to delve into all of the inventory in the mobile ecosystem,” said Lebow.

Before this acquisition YP’s mobile advertising efforts have been primarily focused on local search. Sense Networks gives YP a strong claim to expand into mobile displays now as well. The two companies have complemented each other in the past, but acquiring Sense’s expertise and competencies, with its ability to create consumer profiles for use in mobile ad targeting, will now offer YP a real competitive advantage. Lebow said, “Sense opens up an entire new market for us. It gives us access to national advertisers that aim to advertise locally, who are looking to drive local results and are buying mobile-display.” Lebow said, “Every advertiser wants to buy not just mobile display but sophisticated, targeted ads.”

Sense Networks, in the past, has catered primarily to national advertisers. However, YP works primarily, though not exclusively, with small businesses. This acquisition will bolster the sophistication of YP’s platform offerings and capabilities. This also demonstrates a move into the ranks of national mobile advertisers for the company. When asked when we should we expect to see an impact on YP’s product offering Lebow’s answer was, “Immediately is when Sense will have impact.”

The post Boosting Location Targeting Ads: A Conversation with YP appeared first on BIA/Kelsey - Local Media Watch.

YP CEO David Krantz wanted to dispel a widely held notion when we spoke with him late last week about the company he now runs, newly acquired from AT&T by the private equity firm Cerberus Capital Management.

“This is not a cash-flow, harvest the business approach,” he said, perhaps referring to the reputation of YP’s new owner as a hard-nosed operator. He insists that Cerberus sees its latest acquisition not as an old line business with cash to extract, but as a billion dollar digital platform with lots of upside.

Krantz was very direct in saying that the YP business was starved for investment under AT&T, which has other investment priorities like its wireless network, among others.

Now, he has money set aside for investment, and plenty of financial maneuverability, despite a debt load of about $1 billion, which he describes as very light for a company with $3.3 billion in revenue. The company’s debt works out to roughly 1X EBITDA, which is low compared with most of YP’s peer companies.

We will share more from our conversation next week in a The Kelsey Report Advisory.

Take a look at our previous blog coverage of this deal:

AT&T Completes YP Sale

For Better or Worse, AT&T Deal Sets Bar for Yellow Pages

Is It a Done Deal for AT&T’s YP Business?

The post YP Sees Freedom to Grow Under Cerberus Ownership appeared first on BIA/Kelsey - Local Media Watch.