AT&T Interactive today announced that the AT&T Interactive Network,
featuring its flagship local search web property YELLOWPAGES.COM, is
among the top 30 most visited properties via mobile web browsers, as recently
reported in comScore’s Aug. 2009 Mobile Key Measures Report. As more
consumers rely on mobile for local information such as nearby businesses and
events, the opportunity for advertisers to reach ready-to-buy consumers is
increasingly apparent. AT&T Interactive’s recent launch of several mobile
local products – in addition to the acquisition of Plusmo, a recognized leader
for developing interactive user experiences on major mobile handsets and
platforms, demonstrates its aggressive approach to monetize the billion dollar
mobile local ad opportunity.
AT&T Interactive’s newly launched "one size fits all" mobile web
experience for YELLOWPAGES.COM
(m.yp.com), as well as the recent addition of its flagship app – YPmobile – to
the Palm App Catalog, support its expanded presence of mobile local across all
major mobile platforms. In addition, BlackBerry users can expect a new YPmobile
app in the BlackBerry App World soon – or get a head start and download the new
app – starting today – at m.yp.com/app.
Recent mobile handset sales emphasize the need to address a broad mobile
audience and the evolving opportunity for advertisers. In Q2 2009, 72 percent of
mobile handset sales were feature phones – emphasizing the remaining scale and
importance of mobile web experiences and apps optimized for those devices –
while smart phone purchases increased 42 percent year-over-year providing
opportunities for more advanced mobile experiences and ad opportunities.
"Reaching ‘on the go’ mobile consumers is a rapidly emerging advertising
opportunity – across both smart and feature phones," said Matt Crowley, chief
marketing officer, AT&T Interactive. "Our approach is to play across the
mobile ecosystem by developing mobile web and app experiences optimized across
diverse devices, platforms and carriers. By doing so, we are able to meet mobile
consumer needs, expand our reach – and integrate advertising that not only put
advertisers in the spotlight, but provide value to the user."
Pay Per Call® ads in both the new YELLOWPAGES.COM mobile web and
YPmobile applications is an example of how advertisers can leverage potential
customers’ increasingly mobile lifestyle. Pay Per Call® advertising is
ideal for mobile and offers a performance-based ad model to the millions of
businesses who want to connect over the phone with consumers already
looking for businesses like theirs.
AT&T Interactive’s commitment to mobile is underscored by the recent
announcement of the acquisition and integration of Plusmo and its mobile
platform, which create new opportunities to unify development across all
platforms including feature phones. Plusmo’s "over-the-air" app technology will
give AT&T Interactive the ability to update widgets in order to keep
delivering a local search experience that evolves seamlessly and rapidly with
consumer needs – anytime, anywhere.