{"id":114852,"date":"2012-09-05T22:57:00","date_gmt":"2012-09-06T03:57:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/the-value-of-a-multimedia-bundle-program\/"},"modified":"2024-12-23T00:38:39","modified_gmt":"2024-12-23T05:38:39","slug":"the-value-of-a-multimedia-bundle-program","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/the-value-of-a-multimedia-bundle-program\/","title":{"rendered":"The Value of a Multimedia Bundle Program"},"content":{"rendered":"

The current search market is highly fragmented, with BIA\/Kelsey<\/a> reporting that consumers now use an average of 7.9 sources when shopping for local products or services. Shoppers have more choices now than ever before, and for the small business owner it\u2019s no longer just about being out there<\/em> where consumers might be looking but being everywhere<\/em> consumers are looking. DAC believes in the value of a multimedia<\/a> approach, and the introduction of publisher Print and Internet Yellow Pages (IYP) bundles have made the option even easier and more affordable for small businesses.<\/p>\n

Just how valuable is it to add IYP to a print Yellow Pages program? Metered ad tests by CRM Associates<\/a> reviewed 1,280 advertisers using a print display ad bundled with an IYP placement. The study was done across two years and looked at 319 directory headings. \u00a0The average amount of calls advertisers received from print advertisements was about 142 calls, with an average of 66 calls coming from IYP listings. Data<\/a> showed that when adding IYP, the median increase in calls was 47%.<\/p>\n

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