Skip to content has launched its long-awaited advertising campaign to generate awareness and organic traffic. The site is jointly owned by AT&T and BellSouth, and the agency handling the campaign, GSD&M in Austin, also does work for AT&T Yellow Pages (formerly SBC).

The stakes for this campaign are fairly high. YPC has a real opportunity, given its intuitive URL, to establish itself as a premier IYP. This would be a real source of strength to YPC’s owners, who are increasingly looking to the IYP as a key to restoring top-line growth.

You can read the announcement here.

This Post Has 2 Comments

  1. The big question is how much will they be spending. If it is not a signficant amount of money say $30 – $50 million it would seem impossible to get the consistant user exposure necessary to move the needle in terms of organic traffic.

  2. You can view the ads on the site. Some are pretty clever. They follow the tried and true genre of finding humorous ways of conveying everyday needs that can be fulfilled by the Yellow Pages, in this case online Yellow Pages. Example, man rides what appears to be his daughters pink bicycle into a parking garage. It ends with "Auto Repair" being typed into the search box. My favorite one involves "Chimney Sweeps."

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