Yesterday, www.YellowPages.com (a subsidiary of AT&T) and Marchex, a local advertising company and publisher of local content announced the extension of a multi-year partnership that allows YellowPages.com advertisers to leverage Marchex search marketing services. The agreement means that YellowPages.com advertisers will continue to use the Marchex marketing platform (called YPclicks!) to manage advertising campaigns and have their ads placed on Marchex’s local content network. Currently an advertiser on YellowPages.com can sign up for the YPclicks! Program and receive local search engine placements, ad copy assistance, and guaranteed click through packages, where the advertiser determines at the outset the minimum number of clicks they’d like to purchase. John Keister, President & CEO of Marchex, commented that the increase of local advertiser accounts has been steadily growing; suggesting that advertisers are bearing out the industry trend that local is HOT!
In other online directory news, SuperPages.com announced a change in their marketing offerings with the addition of a video advertising product. SuperPages.com Video offers to professionally produce your video commercial or repurpose existing video assets. The finished commercial appears along with your paid directory listing on SuperPages.com. See an example for La Hacienda Mexican Restaurant in Lake Stevens, WA.
A recent forecast from ZenithOptimedia, seems to account for why the big local directory players are stepping up their game. The study predicts that online video and local search will drive a 30% growth in worldwide Internet ad spending to $33.72 billion this year. With major search companies like Google, Yahoo, MSN and ASK, snatching up a larger portion of those revenues, I expect to see more and more smaller niche and local online directories increasing their search advertising and video products to get a piece of that very large pie.
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