AT&T Interactive Network is Among Top 30 Most Visited Properties on the Mobile Web; Acquisition of Plusmo to Support Mobile App Opportunity.
AT&T Interactive announced the AT&T Interactive Network, featuring its flagship local search web property YELLOWPAGES.COM, is among the top 30 most visited properties via mobile web browsers, as recently reported in comScore’s Aug. 2009 Mobile Key Measures Report.[i]
As more consumers rely on mobile for local information such as nearby businesses and events, the opportunity for advertisers to reach ready-to-buy consumers is increasingly apparent. AT&T Interactive’s recent launch of several mobile local products – in addition to the acquisition of Plusmo, a recognized leader for developing interactive user experiences on major mobile handsets and platforms -- demonstrates its aggressive approach to monetize the billion dollar mobile local ad opportunity.[ii]
AT&T Interactive’s newly launched “one size fits all”[iii] mobile web experience for YELLOWPAGES.COM, as well as the recent addition of its flagship app – YPmobile – to the Palm App Catalog, support its expanded presence of mobile local across all major mobile platforms. In addition, BlackBerry users can expect a new YPmobile app in App World soon – or get a head start and download the new app starting today – at m.yp.com/app.
Recent mobile handset sales emphasize the need to address a broad mobile audience and the evolving opportunity for advertisers. In Q2 2009, 72 percent of mobile handset sales were feature phones — emphasizing the remaining scale and importance of mobile web experiences and apps optimized for those devices — while smart phone purchases increased 42 percent year-over-year providing opportunities for more advanced mobile experiences and ad opportunities.[iv]
“Reaching ‘on the go’ mobile consumers – is a rapidly emerging advertising opportunity – across both smart and feature phones,” said Matt Crowley, chief marketing officer, AT&T Interactive. “Our approach is to play across the mobile ecosystem by developing mobile web and app experiences optimized across diverse, platforms and carriers. By doing so we we are able to meet mobile consumer needs, expand our reach – and integrate advertising that puts advertisers in the spotlight and provides value to the user.”
Pay Per Call® ads in both the new YELLOWPAGES.COM mobile web and YPmobile applications is an example of how advertisers can leverage potential customers’ increasingly mobile lifestyle. Pay Per Call® advertising is ideal for mobile and offers a performance-based ad model to the millions of businessesthat want to connect over the phone with consumers already looking for businesses like theirs.
AT&T Interactive’s commitment to mobile is underscored by the recent announcement of the acquisition and integration of Plusmo and its mobile platform, which creates new opportunities unify development across all platforms including feature phones. Plusmo’s “over-the-air” app technology will give AT&T Interactive's the ability to update widgets in order to keep delivering a local search experiences that evolves seamlessly and rapidly with consumer needs – anytime, anywhere.
At CTIA IT & Entertainment
The industry’s growing interest in mobile local search and the state of mobile advertising will be addressed by AT&T Interactive executives during featured panels at CTIA IT and Entertainment this week in San Diego. Along with other AT&T Interactive speakers, join CMO Matt Crowley at the “Mobile Advertising – Failure to Launch?” panel today, Oct. 8, 2009 from 2:30 p.m. to 3:45 p.m.
About AT&T Interactive
AT&T Interactive, a subsidiary of AT&T Inc, is an industry leader in creating local search products and services that empower consumers to find and connect with businesses across the devices and interactive platforms they use most - including online, mobile, and TV. Formed in 2005 and renamed in 2008, AT&T Interactive develops, manages and delivers all online and mobile advertising products for AT&T - including its flagship property www.yellowpages.com. The AT&T Interactive Network* is ranked the number 26 Web property in the US, reaching more than 31 million monthly unique visitors (comScore Aug. 2009 Top Properties Ranking report).
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