Reaching customers on their mobile devices has never been more important for small businesses.
Now, one company says they’re making that easier to do.
YP, a local marketing solutions provider, says it’s launching ypDisplay, a new advertising solutions tool that will let local businesses build brand awareness and reach potential customers even when those customers aren’t searching for a business. The solution targets relevant consumers on the devices they use most often.
Darren Clark, Chief Technology Officer at YP, says in a news release:
“The proliferation of mobile apps and websites has changed how effectively local businesses can reach consumers. Local businesses have long relied on broad awareness-building tactics, and we are now giving them the ability to zero in on digital audiences that are right for their business.”
The announcement comes four months after YP unveiled ypSearch, a tool for helping small businesses manage online advertising campaigns across multiple ad networks from a single platform.
According to KPCB and Mary Meeker’s 2015 Internet Trends Study, the average American adult has added about two and half hours of time spent with digital media to their day every year since 2010. That’s an average increase of about 30 minutes each year, fueled by mobile usage, since time spent on computers has remained steady.
Those habits are what’s motivating YP’s latest offering. The company says in its release:
“Recognizing this trend, YP has built ypDisplay to enable local business owners to expand their reach with image ads targeted to audiences on computers and mobile devices, helping to keep the business top of mind among consumers who have shown an interest in a product or service.”
ypDisplay comes in two versions, each with different targeting capabilities.
Let’s say you sell cars. ypDisplay Mobile can let you use mobile location data from smart phones and tablets to uncover patterns and interests, which lets you focus your ads on consumers in specific segments, content categories and geographies. You could target car buyers who have visited your competition in the past.
If you’re using ypDisplay Online — for desktops and laptops — you can use “anonymized” proprietary data to craft local audience segments, using behavioral and demographic profiles. As a car dealer, you can target people who have been researching things like the safest SUVs, or best gas mileage.
I’m actually quite excited to see how the ypSearch and ypDisplay offerings perform. I’d love another channel that allows me to reach the right people at the right time and mobile is usually a great place.