More YP on TV

Hearst and a company called BIAP, which has a distribution deal with Time Warner Cable, will soon begin to offer YP listings and ads (including video) on TV. I had missed the release when it came out in mid-September. AT&T is experimenting with this on its U-verse offering.

According to the BIAP release:

The Talking Phone Book, the third largest independent provider of Yellow Pages books in the United States, is going to be the first to offer advertisers the opportunity to have their listings and links to interactive micro sites on television. In the 28 markets covered in the agreement merchants will have the chance to place interactive display ads. These will then appear on screen at the top of the listings when a viewer searches Yellow Pages on TV with their remote. The results can be viewed from any channel. The interactive display ads, when clicked, will take the viewer to a micro site with the most current business and promotional information. This micro site can be updated on demand at the request of advertiser. Consumers’ ‘favorites’ can be bookmarked for easy access.

Yellow Pages on TV will begin rolling out to consumers throughout North America in the coming months. Starting in 2008 it will also offer a VOD feature that will allow consumers to watch contextually relevant longer form videos about a merchant when they click onto the merchants interactive display ad. “Click to call” will automatically connect merchants and viewers by phone and will be added with the VOD feature…

This kind of YP on TV scenario becomes another immediate use of and justification for SMB video. However, screenshots of the interface I saw were bland, notwithstanding the video or interactive aspects.

There are some much more interesting experiences for TV that could be built around YP or other local content. See, for example, my post on metaverses on TV.

One Response to “More YP on TV”

  1. Yahoo Internet on TV in Japan « Screenwerk Says:

    […] coming. And in the local context, we’ve seen the beginning of that with a couple of YP-related efforts from Hearst and […]

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