This is a well produced video describing the benefits and services offered by YPG, Canada’s largest directory publisher.
While the service isn’t new, given YPG’s strong sales force and customer relationships, it marks a solid movement toward giving advertisers what they want.
Extending beyond the printed directory, and YPG’s own websites such as YellowPages.ca, advertisers who want a strong presence on Google will be interested.
The challenge comes with accountability and advertiser expectation.
How many leads or sales should an advertiser expect from a $500 monthly investment? What if they are spending $10,000 per month?
Accountability without a well established frame of reference and customer expectation is a dangerous thing.
This will probably be very successful, but less profitable than the company’s print directories.
That’s because $10,000 spent in print is vastly more profitable than $10,000 spent buying leads online (because traffic has a high cost that does not go down as an advertiser spends more, it actually goes up).