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AT&T Formally Announces YP Brand Change

This morning AT&T put out a press release formally announcing YP.com as the flagship brand for its yellow pages site:

AT&T Interactive today introduced YP.COM, the new YELLOWPAGES.COM, as its evolved flagship web property and brand. Powered by its proprietary local search technology, YP.COM draws from AT&T’s history and success in local search to provide innovative solutions that connect consumers with businesses. . .

From the start of the search experience, YP.COM promotes discovery through predictive text search technology that automatically suggests potential search terms as a user enters a business name or category. Search results, supported by YP.COM’s database of over 21M business listings[i], allow users to filter results by neighborhood, Video Profiles and business coupons. Giving users more reasons to explore, YP.COM leads to more consumer engagement, which means advertisers have a better opportunity to connect with engaged consumers who are ready to make a decision about where to dine, catch a movie or stay while away from home. While in beta testing, advertisers averaged a 28 percent increase in calls and clicks per search[ii] as a result of placement on YP.COM.

The site expands beyond traditional YP to include events and other information. I wrote about the change yesterday when I stumbled upon it.

I agree with the brand change because it makes the site much more flexible for the inclusion of additional types local information and content.

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This entry was posted on April 6, 2010 at 5:12 pm and is filed under Brand and branding, Internet Yellow Pages, Local Search, Traditional media. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.

3 Responses to “AT&T Formally Announces YP Brand Change”

  1. Frank Says:
    April 6, 2010 at 9:48 pm

    AT&T spent $100 million to purchase the domain name “yellowpages.com.” Then in the last 4-5 years they spent at least another $100 million building the brand. That’s good for domain squatters, good for ad agencies, but bad for stock holders. $200 million … flussshhh.

  2. Tomas Says:
    April 7, 2010 at 7:29 am

    I agree. The brand yp.com makes no sense. Why pee? People won’t make the association in the new demographic.

  3. Jason Hyman Says:
    April 12, 2010 at 9:52 pm

    regardless of the new name, the new features of the IYP are a step in the right direction.
    I am not sure the best place to put this link but I think this is a relevant post because I would be curious to get your feedback. http://www.localsearchpilot.com/local-search/local-search-reliable-organic-answers-or-not

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