YP, formerly AT&T Interactive, released a press announcement that in 2012 it earned over $350milion in revenue from its mobile advertising exchange. The firm then proclaimed that was the second largest mobile advertiser in the industry. That is probably not true as Facebook should be the number two spot after Google. However the size of the revenue is shocking and it does point to YP as a potential serious contender.
This is good news for the digital public relations firm. Mobile advertising will be a future place for growth and having the options limited to Google and Facebook should give some firms pause. The two are often not in competition so the agency is not able to play one firm’s pricing structure off of the other. Another contender to play off of Google will help the digital public relations firms control prices. This is important to help encourage new clients take the leap into mobile advertising. It is also important to note that YP does use geotargeting methods, so it is on the cusp of the new methods.
Photo by Majiscup – The Papercup & Sleeve