Yell.com launches netReach for ad syndication

Yell.com, the online service from Yellow Pages, has launched netReach, an advertising syndication product designed to benefit both online media owners and Yell.com's advertisers.

Yell.com netReach aims to give advertisers wider visibility of their businesses across a network of high-quality, relevant sites to deliver proven value and strong leads.

Yell.com netReach can deliver geographically and contextually relevant Yell.com advertising results onto third-party websites, and offers advertisers a simple way of significantly expanding their reach.

Ideal for SMEs, Yell.com netReach will launch in March as an annual fee add-on for existing Yell.com advertisers, while new customers can create an advertising package including the product.

It will remove the pain of managing a PPC (pay-per-click) programme for the smaller business.

Yell.com netReach is designed to deliver excellent value for money for the advertiser and is transparent in its processes and costs.

The Manchester Evening News is among half a dozen network partners including Multimap and Genie Knows who successfully trialled Yell.com netReach between November 2007 and January this year.

These three businesses are the first to join the Yell.com netReach network, with more companies set to follow in the next few months.

Ad syndication programmes provide a revenue stream for network websites, and Yell.com netReach remunerates partners on a pay per-click basis.

Trial sites undertook competitive analysis examining revenue generation and click-through rates and Yell.com performed well against competitors.

Yell.com netReach offers network partners trusted Yell.com content, combined with sophisticated filtering techniques to ensure that inappropriate adverts should never be served to websites - many ad syndication programmes can serve adverts which match keywords, but can be contextually inappropriate.

In addition, Yell.com netReach's network partners can choose which business classifications appear on their websites, eliminating competitive issues.

Ian Bowen-Morris, head of ad syndication at Yell.com, said: "As the advertiser is paying on an annual basis, they can achieve additional reach and a great return on investment from their Yell.com advertising in an easy-to-manage programme.

"Our growing specialist network of sites gives peace of mind to our advertisers, as only high-quality, high-traffic sites are chosen.

"Our adverts are only presented in a relevant format, avoiding any negative brand connotations which may occur through other, non-filtering ad syndication programmes".

Yell.com netReach has been developed in partnership with Mirago, a UK company which offers search and advertising platforms for media companies.

A dedicated team will assist network partners and Yell.com customers with account management issues.

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