It Pays. We’ll Prove It.

Advertising effectiveness relative to other media should be a critical variable when allocating media budgets. When measured on amount of money spent on a medium relative to the percentage of buyers influenced by that medium, the Yellow Pages cost less per buyer influenced than any of the other major media with the exception of the Internet. And of course, you can buy Yellow Pages advertising there, too.

Thousands of advertisers have taken advantage of ROI testing by running metered ads. The 2007 metered ad database contains studies for 2,290 local advertisers that had the same size and type of display ad in the same market and heading for two successive years between 2004 and 2006 (either 2004-2005 or 2005-2006, or both).   The size of this sample and the tracking to specific advertisers provides clear and compelling evidence that Yellow Pages ads are continuing to deliver results to advertisers.

  • 60% of these advertisers saw increases in call volumes in the second year, with an average increase across all advertisers of 19%.  
  • Of 823 advertisers who had the same size ad in 2005 and 2006, 59% received more calls in 2006 than in 2005, with an average increase of 14%. 
  • Of the advertisers that saw an increase in year 2, the average increase was 49% (median of 23%); of the advertisers that saw a decrease in year 2, the average decrease was 24% (median of 19%).   So, not only did the majority of advertisers see increased calls in year 2, but the gainers saw a larger percentage increase in calls than the decrease in calls experienced by the losers.

Metered ads are designed to prove yellow pages' value in attracting customers. Testing answers advertiser questions such as:

  • Value of larger ads
  • Value of new heading(s)
  • Value of advertising in a directory not previously part of the schedule
  • Value of neighborhood or suburban directories

What's the bottom line?
On average, national advertisers who purchase display ads in the Yellow Pages earn more than $27 for every dollar they invest. How? By reinforcing their selling proposition at the instant the consumer is looking for the products or services they sell.

To learn more, contact your Certified Marketing Representative.