Cool Yellow Pages Billboard Ads from Israel
Ad agency Young & Rubicam’s Israeli office came up with this great billboard and tv campaign to promote the Golden Pages — Isreal’s primary yellow pages company. This is one of the more effective yellow pages billboard campaigns I’ve seen — they’re funny, engaging, and simple enough to read when driving:
Acupuncture – billboard for Israeli Yellow Pages, the Golden Pages
Here’s their funny pinnocchio-inspired video ad.
The Y&R Israel blog shows some of these in Hebrew – I’m assuming they mocked up the ads in English primarily for promotional release distribution in America — I bet these English versions of the ads are not actually being used on billboards anywhere, but I couldn’t get confirmation from Y&R before posting this.
Click through to see some more cool billboards from the sequence…
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Posted by Chris of Silvery on 06/13/2007
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Filed under: Advertising, Local Search, Yellow Pages Ads, Advertising, Billboards, Golden-Pages, iyp, Online-Yellow-Pages, Yellow Pages, Young-&-Rubicam, YP
Plea for a New Open Format: Open Local Profile Format
My most-recent Locals Only column just pubbed at SearchEngineLand.com, titled “A Call To Standardize Local Search Listings“.
Open Local Profile Format
In it, I’m calling for the companies operating in the local search space to come together and agree upon a common data format protocol that would allow businesses and organizations to more easily submit their directory profile information to the great plethora of local info sites where users go to get information. The local search engines, online yellow pages, and various vertical directories should come together to reduce costs/complexity for businesses, and to facilitate improved information for consumers, similar to how the major search engines last year came together to agree on one common submission protocol – Sitemaps – for submitting sites’ page links to them. Read on for more details.
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Posted by Chris of Silvery on 06/04/2007
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Filed under: Local Search, Yellow Pages Business-Listings-Data, Google-Maps, hCard, microformats, Open-Formats, Open-Local-Profile, Open-Local-Profile-Format, Sitemaps, Yahoo-Local, Yellow Pages
Acxiom to be Acquired by Private Equity Firms – Marred by Insider Trading
Silver Lake Partners and ValueAct Capital Partners LP will buy out Acxiom Corporation (ACXM) for $ 3 billion. As you may be aware, Acxiom is one of the top yellow pages data aggregaters, assembling a nationwide database of business listings by compiling information they obtain from printed yellow pages books of all the major directory companies.
Unfortunately, Bloomberg reports that a lot of Acxiom options were abruptly and suspiciously traded on May 10th, six days prior to the announcement of the acquisition. The spike in trading in that security was ten times higher than average.
The SEC is now investigating, and it’s probably not going to be hard for them to determine if some employees acted on insider knowledge.
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Posted by Chris of Silvery on 05/21/2007
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Filed under: Yellow Pages Acxiom, Insider-Trading, Yellow Pages
Bill Gates Predicts Demise of Yellow Pages
Last week at the Microsoft Strategic Account Summit 2007, Bill Gates interacted with Microsoft’s Corporate VP and Chief Media Officer, Joanne Bradford in an interview/Q&A session, and he predicted that among those under 50, yellow pages usage would drop down to zero within five years!
Now, he was apparently speaking solely about the print yellow pages, but the statement still seemed a tad bit bearish, considering that Microsoft is partnered closely with my former company, Idearc Superpages.com, one of the largest yellow pages companies (print or otherwise) in the world, to license the yellow pages data and service for use in Microsoft’s Live Local Search, and for the MSN Yellow Pages.
Now, Gates isn’t alone in predicting the demise of printed directories, since many others have also foreseen their eventual extinction, including me. But I think that other analysts out there have stated terms more in the ten-year range. Even if the numbers of some directories are declining, I still note that usage and sales are still very strong, so I’d be inclined to expect that print YP will likely go on for longer than five years.
It could be even longer, if there’s some more revolutionary tech introduced, such as I earlier suggested in “Could Nanotechnology Save Print Yellow Pages?”
UPDATE: Don Dodge, Director of Business Development for Microsoft’s Emerging Business Team, also posted on his blog about the Summit, and he quoted a Seattle Times report which gave a further quote from Bill Gates about the yellow pages:
The traditional Yellow Pages are doomed as voice-activated Internet searches combined with on-screen interfaces on smart mobile devices get better and proliferate, Gates said. The company’s recent acquisition of voice-technology provider TellMe is accelerating the trend.
Dodge further states:
Microsoft’s recent acquisitions of MotionBridge and Screentonic, coupled with the acquisition of TellMe will support Gates vision of search and advertising on smart phones.
      Â
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Posted by Chris of Silvery on 05/16/2007
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Filed under: Local Search, MSN Search, Yellow Pages Bill-Gates, Live-Search, MicroSoft, msn, superpages, Yellow Pages
Superpages Launches New Redesign
I noticed that my old company, Idearc Media, just launched a major new redesign today for their primary web property, Superpages.com:
Read on for a few of my comments about it.
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Posted by Chris of Silvery on 04/27/2007
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Filed under: Design, Local Search, Yellow Pages idearc, Local Search, superpages, Superpages.com, Yellow Pages
Could Nanotechnology Save Print Yellow Pages?
Technological evolution continues to change our everyday lives, and the speed of changes over the last two decades has caused an acceleration of impacts to traditional forms of business. Nowhere is this more evident than in the impact to usage of printed yellow pages directories. Once the mainstay for locating businesses, many consumers now treat the books as doorstops or fireplace kindling.
The Yellow Pages Association‘s annual report and other research indicates that consumer usage of print directories is on the decline while usage of online yellow pages and local search are increasing. The main divergence of opinion seems to be in how long it will be before print dies completely – ten years, fifty years, or a century? Simba research indicates that profits of core yellow pages are down while independent publishers are increasing at double-digit rates, indicating that advertisers continue to see value in print YP exposure. Even though the print biz still has lots of money and usage, those who have watched tech trends during the Information Age know that transitions of this sort can often reach a tipping point rapidly, perhaps rendering print YP irrelevant at the closer end of the timeline estimates.
In all the rush to sound the death-knell for print most folks are looking upon it as merely a dinosaur, soon to die as a result of the meteor-strike of internet search technology. But, could there be another future in store for print directories?
I’ve been watching developments in a number of converging lines of technology for a while now, and I foresee another potential fate for the print directories: nanotechnology. Read on and I’ll explain.
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Posted by Chris of Silvery on 03/20/2007
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Filed under: Futurism, Local Search, Online Directories, Research and Development, Yellow Pages iyp, nanotech, nanotechnology, Online Directories, Online-Yellow-Pages, print-yellow-pages, Yellow Pages
Book Review: Getting The Most From Your Yellow Pages Advertising
Last year, I criticised a press release promoting a book by Barry Maher titled “Getting the Most from Your Yellow Pages Advertising, saying the press release was self-serving and irresponsible. I disparaged Maher, referring to him as a “so-called expert” and calling the press release “self-serving”. Maher’s press release touted advertising in print yellow pages and questioned the value of advertising online in comparison, so I was highly critical of it since I believe there’s significant value in advertising online. At the time, I thought I was justified in my criticism, since I felt he was promoting his book at the expense of bad advice to small businesses.
However, others pointed out some irony in my criticism — after all, self-promotion is by nature supposed to be beneficial to one’s self, and it’s not at all unusual to emphasize a bit of controversy to make press releases more interesting to readers. Further, Maher’s responses and comments to my blog posting were well-written, wonderfully mild, and professional — leaving me to wonder if I’d been unreasonable in my attack of the press release.
As for the book itself, I found it to be very valuable for small businesses, particularly newbies who’ve never done yellow pages advertising before. Even the business owner who thinks they already know it all ought to read this and check some of their assumptions. Read on for a further review of the book.
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Posted by Chris of Silvery on 03/19/2007
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Filed under: Advertising, Online Directories, Reference Material, Yellow Pages barry-maher, directory-advertising, Online Directories, small-business-advice, Yellow Pages, yellow-pages-advertising
Skype Adds Yellow Pages Tools – Local Search for VOIP
Skype released a new beta version for Windows a few days ago, and it includes a new feature called SkypeFind. SkypeFind allows users to search for businesses, add in new business listings, and edit existing listings. It also allows users to review/comment on businesses, following the trend of other online directory and social media sites.
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Posted by Chris of Silvery on 02/28/2007
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Filed under: Advertising, Local Search, Online Directories, Yellow Pages Local Search, online-advertising, Skype, voip, Yellow Pages
Could Newspapers Own Local Search Through Better SEO?
Don Dodge, Director of BizDev for Microsoft’s Emerging Business Team, just wrote an article on how “Newspapers should own local search results“. I wasn’t entirely sure from his column if he meant they “should” own local as in “they are traditional experts at local info, and therefore should own local search due so it’s surprising they don’t”, or if he meant that “they should own local because I think they’re the ideal owners of it.” I think he meant that it’s just surprising they aren’t bigger contenders in local search, and if that’s what he was driving at — I tend to agree.
I also think he’s right — they don’t own local search in great part because they don’t think globally and they are crappy at the SEO side of the game. But, I’d go so far as to say that they should NOT think they can own local anymore — that kind of mindset is just what’s hampering them now. Yeah, they’d be better off if they improved their SEO, but that’s just going to be a bandaid for them at this point.
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Posted by Chris of Silvery on 01/16/2007
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Filed under: Local Search Optimization, Search Engine Optimization, SEO, Yellow Pages Local Search, Newspapers, SEO, Yellow Pages
Extreme Local Search Optimization Tactics
I make it a point to follow blogs and conference sessions to see what everyone recommends for “Local Search Optimization”, and I have to say that most of it’s repetitive and too limited. Most folx who write about this subject have said little more than “put a business’s address and phone number on all their site’s pages”, and “update/enhance the business’s information in all the major directory sites”. A lot of the focus is on search marketing, and very little has been outlined for optimizing for local search beyond all the aspects of traditional natural search optimization.
Similarly, I previously wrote on the subject and just added a marginally unique spin by suggesting that local biz sites should follow the hCard Microformat when adding the address and contact info to their site’s pages. Yet, I think all of us who work in local SEO have not really pushed the envelope much with these limited suggestions, and we haven’t really outlined a lot of the other areas where savvy webmasters and businesses could make themselves even more optimal for the local search paradigm. Local Search is a unique beast, and in many ways is more complex than pure keyword search, so why hasn’t anyone addressed some of the unique aspects that could really drive a local business’s online referrals higher via optimizations?
So, I’m pulling out the stops and posting some strategies here that could inch a local business past its competition. Some of these tips are not for the faint-of-heart, and may assume that you might change some things about your business that are traditionally things that people don’t consider changing just to improve referrals from online search. Read on and I’ll give you an insider’s tips for some extreme local optimizations!
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Posted by Chris of Silvery on 01/11/2007
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Filed under: Local Search Optimization, Search Engine Optimization, SEO, Yellow Pages Local Search, local-search-engine-optimization, local-search-engines, local-SEO, Yellow Pages
