Local search and directory service SuperPages.com is expanding its ability to offer online video advertising to clients by bringing in two companies that specialize in creating the ads, TurnHere and Denver MultiMedia.
Owned by Idearc Media, SuperPages.com lays claim to 18 million small-to-medium-sized business listings in the United States, and began testing a video advertising system for its clients in July, a service it then made fully available in October. Now the company has signed with TurnHere and Denver MultiMedia to access their armies of videographers, who can visit businesses and create videos for them, according to Jannie Luong, a spokesperson for Idearc.
"We will leverage both professional filmmaker networks to produce broadcast-quality online videos," she said. ""Both companies will begin producing videos that showcase a local merchant's products and services for SuperPages.com advertisers."
Local business search firms are increasingly augmenting their local business ads with online videos to not only bring in customers, but to compete with other search engines. In addition to SuperPages, Yellow Book USA, Citysearch and others have begun offering video ads. Increasingly those company have also turned to video production houses to capitalize on their expertise and staff in creating the ads.
By partnering, TurnHere and Denver MultiMedia can reap the benefits of Superpages' network while they focus on production, said Bradley Inman, founder and CEO of TurnHere.
"SuperPages has reach, a sales force and customer base. They will reach out to their customer base and be selling them our video," he said. "But the bigger business story is these giants like Superpages are making major commitments to video. Video has a place at the table it never had before."
June 20, 2013
1:00pm ET / 10:00am PT