{"id":117455,"date":"2012-08-15T21:23:00","date_gmt":"2012-08-16T02:23:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/iyp-whats-in-it-for-me\/"},"modified":"2024-12-21T05:50:46","modified_gmt":"2024-12-21T10:50:46","slug":"iyp-whats-in-it-for-me","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/strategy\/iyp-whats-in-it-for-me\/","title":{"rendered":"IYP\u2026 What\u2019s in it for Me?"},"content":{"rendered":"

In a word, leads. Internet Yellow Pages (IYP) is an interesting medium. When implemented correctly (content<\/a> rich, localized<\/a> whenever possible, tracked properly with call tracking as well as analytics), IYP\u00a0can provide tremendous value to advertisers. Many times I am asked: “Well, which one should I be in?” The answer is not as simple as one-and-done when advertising on IYP sites.<\/p>\n

comScore research continuously demonstrates that users are loyal to IYP sites. In fact, only 3% of consumers use more than one IYP.\u00a0 That means that 97% of the time, consumers are loyal to one engine. Thinking about it another way \u2013 it could mean that if you are only advertising on one IYP, you are giving your market share away to competitors that advertise on multiple sites.<\/p>\n

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comScore<\/a> lists over 180 directory sites, comprising over 300 web properties. That said, when looking at site usage, there are only a handful of directory (IYP) sites in DAC\u2019s consideration set for the traditional IYP media platform. To that end, we monitor the share that these sites have within their competitive set month over month.<\/p>\n

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