YP Celebrates 1 Year of Independence

On Thursday, YP celebrated its one-year anniversary as an independent company.

On May 9, 2012, AT&T Interactive (YP.com and YP Mobile) and AT&T Advertising Solutions (print side) broke off to form one combined company – YP – making it North America’s largest local search, media and advertising company.

So what has the 100-year+ brand has done in their first year as an independent company? Here are some interesting tidbits:

  • The company has been ranked #2 in the mobile search ad industry by IDC, behind Google and ahead of Yahoo and Bing.
  • One of CEO David Krantz’s 5 strategic initiatives for the new company in Year 1 was to tap into the national advertiser market. While competitors like Google invested heavily in targeting SMBs over the past year, David hired former AOL exec David Lebow, opened a NYC office, and created a new National Markets group to help national brands and agencies market to potential customers in local markets.
  • In fall 2012 YP launched a Dynamic Store Locator –a mobile display ad product that allows national brands with local presences to reach consumers with relevant ads based on location and time of day.
  • Mobile searches, clicks and calls on YP mobile apps have grown by double digits – now at 3 calls/section (Yelp reports 1 call/second)
  • Equipped its massive sales force with iPads to take on sales meetings with customers

YP says its proud of its achievements last year and has even bigger things in store for 2013.