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Yellow Pages is the most powerful medium for reaching active shoppers.
A significant percentage of active shoppers (roughly 24%) seek out
and are influenced by Yellow Pages ads
– more, on
average, than any other medium.
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Yellow Pages is the most effective medium for reaching people
who are ready-to-buy. Almost all users of the Yellow Pages (88%) will make
a purchase. No other medium can boast this high of a follow-through.
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Yellow Pages ads help shoppers make purchase decisions.
The majority (59%) of Yellow Pages users are actively
shopping (have not already chosen a business). More than half of users
that have only one business or brand in mind when they seek out the
Yellow Pages end up looking at other ads. Thus, about three quarters of
users of Yellow Pages are shoppers and use information in the Yellow
Pages ads to help make shopping decisions.
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Targeted –
Yellow Pages Brings in Great Customers No other medium delivers as strong
and valuable a targeted audience as Yellow Pages.
The majority of usage is driven by "out-of-the-ordinary"
events, such as life-stage changes. Yellow Pages users tend to be highly
educated and have higher household incomes than average. Yellow Pages
users tend to be leaders, smart shoppers, willing to try new brands, and
willing to pay full price for good value. Yellow Pages users spend 25%
more than the average customer for most of the top headings. Close to a
fifth of Yellow Pages references are for business purposes; these users
spend 80% more than other consumers.
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Recent The last advertising impression has
the greatest impact on consumer decisions. Yellow Pages frequently offers
advertisers their last and most impactful opportunity to affect a
customer's decision. In many cases, Yellow Pages is the only
opportunity to influence consumer decisions.
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Permission-based. Yellow Pages, by the very nature of its use, may be
the only full-engagement medium. Users of
Yellow Pages actively seek out the information in ads. 100% of ads
viewed are paid attention to. There is no better time to reach a
consumer than when that consumer has a need and is interested and
actively seeking out information about businesses and their products and
services to help make shopping decisions.
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Good for an Advertiser's Business Yellow
Pages ads deliver prospects. The average local display ad delivers over
800 calls per year. Yellow Pages is the most effective medium for
attracting new customers: the majority of sales (54%) resulting from the
Yellow Pages is from new customers to the business.
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Great for The Advertiser's Bottom Line A
typical business may receive over $13.40 of sales revenue and $4.80 of
profit for every $1 spent on Yellow Pages.
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