Yellow Pages are Unique. Delivering impressions when they matter the most!
People who use Yellow Pages are actively engaged in the buying process. They have already decided that it’s time to buy. They realize that they have a sudden, unexpected need and they’re in search of a solution. At this point, consumers are seeking information about what your company offers. When people turn to the Yellow Pages they intend to make a purchase. That means more powerful impressions that deliver greater ROI than other media. It’s as simple as that.
People who use Yellow Pages are actively engaged in the buying process. They have already decided that it’s time to buy. They realize that they have a sudden, unexpected need and they’re in search of a solution. At this point, consumers are seeking information about what your company offers. When people turn to the Yellow Pages they intend to make a purchase. That means more powerful impressions that deliver greater ROI than other media. It’s as simple as that.
Yellow Pages are Impactful
For the top headings, an average of 20.4% of active shoppers reported using and being influenced by either the paper or the Internet Yellow Pages. This is more than for any of the other paid advertising media.
For the top headings, an average of 20.4% of active shoppers reported using and being influenced by either the paper or the Internet Yellow Pages. This is more than for any of the other paid advertising media.
Source: TNS, 2007 Media Impact Study
Yellow Pages are Genuine permission-based marketing
In a world of TiVo®, satellite radio and spam-blockers, the Yellow Pages are the original search engine and still the most widely used. Consumers view Yellow Pages content as valuable information and not intrusive marketing, and in a typical search they are receptive to each and every ad they encounter.
In a world of TiVo®, satellite radio and spam-blockers, the Yellow Pages are the original search engine and still the most widely used. Consumers view Yellow Pages content as valuable information and not intrusive marketing, and in a typical search they are receptive to each and every ad they encounter.
With more than 5,000 ad impressions delivered daily, consumers have the ability to tune out and turn off. But Yellow Pages are invited into homes and businesses. When consumers search a Yellow Pages directory, they are there for a reason. They're in control every step of the way.
Can Yellow Pages build my brand?
Absolutely, because you can reinforce the image – of convenience, quality, reliability, even fun – that you’ve already established in other creative media. With a variety of marketing options including poly-bagging, cover tip-ons and premium positions on covers and spines, Yellow Pages can showcase your brand in some surprising places.
Absolutely, because you can reinforce the image – of convenience, quality, reliability, even fun – that you’ve already established in other creative media. With a variety of marketing options including poly-bagging, cover tip-ons and premium positions on covers and spines, Yellow Pages can showcase your brand in some surprising places.
And Yellow Pages advertising extends the reach of your advertising campaign into every home in every major market. It increases the frequency of your brand messages and does it at exactly the right time to remind consumers that you have what they’re looking for. There’s nothing hit or miss about this brand advertising - it’s there when the consumer wants it.
IT PAYS. WE’LL PROVE IT.
Advertising effectiveness relative to other media should be a critical variable when allocating media budgets. When measured on amount of money spent on a medium relative to the percentage of buyers influenced by that medium, the Yellow Pages cost less per buyer influenced than any of the other major media with the exception of the Internet. And of course, you can buy Yellow Pages advertising there, too.
Thousands of advertisers have taken advantage of ROI testing by running metered ads. The 2007 metered ad database contains studies for 2,290 local advertisers that had the same size and type of display ad in the same market and heading for two successive years between 2004 and 2006 (either 2004-2005 or 2005-2006, or both). The size of this sample and the tracking to specific advertisers provides clear and compelling evidence that Yellow Pages ads are continuing to deliver results to advertisers.
- 60% of these advertisers saw increases in call volumes in the second year, with an average increase across all advertisers of 19%.
- Of 823 advertisers who had the same size ad in 2005 and 2006, 59% received more calls in 2006 than in 2005, with an average increase of 14%.
- Of the advertisers that saw an increase in year 2, the average increase was 49% (median of 23%); of the advertisers that saw a decrease in year 2, the average decrease was 24% (median of 19%). So, not only did the majority of advertisers see increased calls in year 2, but the gainers saw a larger percentage increase in calls than the decrease in calls experienced by the losers.
Metered ads are designed to prove yellow pages' value in attracting customers. Testing answers advertiser questions such as:
- Value of larger ads
- Value of new heading(s)
- Value of advertising in a directory not previously part of the schedule
- Value of neighborhood or suburban directories
What's the bottom line?
On average, national advertisers who purchase display ads in the Yellow Pages earn more than $27 for every dollar they invest. How? By reinforcing their selling proposition at the instant the consumer is looking for the products or services they sell. From the Yellow Pages Association 2008
On average, national advertisers who purchase display ads in the Yellow Pages earn more than $27 for every dollar they invest. How? By reinforcing their selling proposition at the instant the consumer is looking for the products or services they sell. From the Yellow Pages Association 2008
WHAT ARE MY OPTIONS?
Today, Americans expect to access information when they want it and where they want it – and Yellow Pages advertising delivers on every platform. In 2007 more than 60% of American homes had access to broadband Internet service. 195 million adults in the U.S. use mobile phones, including 70% of adults in the 35-49 age group. WIFI is widely available in airports, popular restaurant and hotel chains, making wireless computer connections as common as wireless phones. Yellow Pages makes that connection.
Yellow Pages advertising can be viewed on every platform, from print to CD-ROM, cell phones, PDAs and the Internet, and it's not just the printed directory version online; it's platform-specific content delivered wherever and whenever consumers need it.
Yellow Pages and Internet use are often complementary, not competitive. People who subscribe to online services consult the Yellow Pages 23% more often than non-subscribers.
Consumers turn to the Yellow Pages to find relevant, local content. They relied on the Yellow Pages over 13 billion times last year. Local Yellow Pages advertisers numbered over 3 million in 2007, with their listings spread across almost 4,000 headings. Shouldn't your business be there?
