Yellow Pages Site, Local Online Directory Publisher Team Up

  |  January 29, 2008   |  Comments

Focused on local advertisers, Superpages.com, Marchex sign agreement.

Companies that buy performance-based pay-per-click and pay-per-call advertising on Idearc Media's Superpages.com can now have their businesses included in Marchex's local online directories.

Under an agreement announced Monday, the placements will occur through Enhance Interactive, Marchex's advertising network. Marchex, which is based in Seattle, publishes more than 150,000 local sites that include business listings and customer-written ratings.

"Basically, this is similar to other traffic deals we've signed for our performance-based advertisers," said Robyn Rose, VP of Internet marketing at Dallas-based Idearc. "It's really about distributing our existing advertisers."

"Essentially, Marchex has a great network of local sites and a large amount of traffic," Rose said, adding that Idearc likes to call Superpages "a local search engine with roots in the yellow pages business." Last July, the company announced an initiative to allow local advertisers to incorporate video in their campaigns.

With its performance-based program, Idearc integrates pay-per-click and pay-per-call into one program. "It's really about what the advertiser wants to track the leads on, whether it's clicks or calls," said Rose. Ad placements on Marchex sites will be based on the companies' bids and relevancy. Marchex, which has its own group of advertisers, will incorporate the Superpages.com ads to "round out" its sites and make them more robust, explained Rose.

In a statement, Eric Chandler, president of Idearc's Internet division, said Marchex's local network is "an excellent source of targeted traffic and broad geographic coverage for Superpages.com's local advertisers." Marchex says its local network, which includes sites such as NewYorkDoctors.com and DenverAutoRepair, is used by more than 25 million people monthly.

In research announced yesterday, JupiterResearch found local display and search advertising are leading all online advertising categories in terms of revenue growth. Jupiter predicts local advertising will increase by 13 percent from 2007 to 2012 with local display and search growing the fastest.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Sr. Paid Search Manager
      Sr. Paid Search Manager (Bisk Education) - TampaCurrently seeking a Sr. Paid Search Manager in Tampa, FL for Bisk Education! Bisk Education is a...
    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...