AT&T Interactive Introduces YP.COM Rebranding
April 8, 2010 | Contributed by: Stephanie Hobbs
In yet another rebranding for a major Yellow Pages company this year, AT&T Interactive announced this week that it’s introducing YP.COM as the new name of its flagship YELLOWPAGES.COM web property and brand.
According to the press release, the “new direction” with YP.COM reflects the company’s commitment to “developing local search technology that helps create stronger engagement between customers and the businesses they are seeking to discover, find, and connect with.” The move comes as the company is beta testing its highly-anticipated local social search site, buzz.com.
AT&T said that YP.COM, which consists of more than 21 million business listings, will allow local businesses and consumers to take advantage of the latest tools in the local search experience, including filtered results, video profiles, business coupons, customer reviews, sharing features, mapping capabilities, and a host of other features.
Additionally, YP.COM users now have access to expanded lifestyle content, including the ability to book business and leisure travel, find thousands of live events, search new and used cars, find and book reservations at restaurants, and find and purchase movie tickets.
AT&T said that the enhanced platform will deliver better results for advertisers. In beta testing, advertisers averaged a 28% increase in calls and clicks per search as a result of placements on the updated site.
That’s great news. Between the rebranded YP.COM and the soon-to-launch buzz.com, AT&T is joining other YP companies making major strides in the local search space. Our industry’s ability to create innovative platforms for our advertisers and users to interact will help drive our success moving forward – and so far, it looks like we’re right on target.