Localizing Mobile Ad Campaigns: A Conversation with YP

An ongoing battle cry in the world of mobile local search is how location targeting can boost performance and bring higher premiums to mobile ads. That goes for both search and display ads, and represents a growing batch of mobile ad networks and ad tech providers. Last week, YP became the latest in that batch to develop not only better location targeting, but new ad units meant to better capture mobile local user intent. Google has reported that 40 percent of mobile searches are local (compared with 20 percent on desktop). I had the chance to catch up with YP's VP of publisher products David Kurtz at this week's IAB Conference to get more color on these new ads, and what they mean for both national (brands) and local (SMBs) advertisers that want to localize mobile campaigns. Scale Advantage YP's main new feature is a store locator launched from display ads. The correct ne...

Full article: http://searchenginewatch.com/article/2193075/Localizing-M...

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