Dive Brief:

• YP is launching ypDisplay, a new mobile and online ad product for small businesses.
• Part of this product is providing marketers’ data that will allow them to retarget prospects who have already shown an interest in a product.
• YP recently announced it was spinning off its print division into a separate company called Print Media LLC.

Dive Insight:

YP is making a strong push into location-based online advertising with its new ypDisplay product for mobile and display ads. YP is entering a crowded market for local ads, facing off against major competition from the likes of Amazon, Facebook and Google, but feels it offers marketers a way to retarget prospects in specific locations – such as car dealerships or shopping malls – with ads featuring products they have already shown an interest in. This announcement comes just three weeks after YP said it was spinning off its print division into a separate company.

Darren Clark, chief technology officer at YP, told Marketing Dive, “YP’s focus for small to medium sized businesses is to help them establish a digital presence, drive leads to their business and expand their audience. The great thing about ypDisplay is not only does it drive brand awareness for these local businesses, but it also enhances the performance of their search campaigns by reaching consumers in all the places they’re searching for business information.”