New Mobile Search Ads for Yellow Pages App

    September 8, 2009
    Chris Crum

AT&T Interactive has announced an updated version of its YPMobile app for the iPhone. The new version has a couple of new features that focus on the discovery, planning, and sharing of local businesses and events – video profiles and Pay Per Calls ads.

The business video profiles are known to be found at, and on the YouTube channel, but were not before available on the iPhone app. Now they are.

Data from Nielsen suggests that 37% of iPhone owners watch video on their phones, and are six times as likely to view video compared to other wireless users.


The Pay Per Call Ads are simply displayed at the top of relevant business search results on the app.

"Our YPmobile App for iPhone and iPod touch continues to evolve as the flagship in our mobile local search line up," says AT&T Interactive Chief Marketing Officer Matt Crowley. "Enhancing usability and extending our online video ads and Pay Per Call distribution creates more advertiser value in a way that is not obtrusive and delivers valuable content for users."

"Our Pay Per Call advertising is a natural fit for the mobile search experience and appeals to the millions of businesses who want to drive phone calls across all types of media," he said. "It all comes together as part of AT&T Interactive’s ongoing mission to make discovery and connection, between consumers and the businesses they need, even easier when mobile."

AT&T Interactive reaches about 16.3 million wired broadband customers and 77 million wireless customers. YPMobile app has seen a 250% increase in mobile search through its mobile applications.