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U.K. directory publisher Yell has launched a new Web site designed to help agencies and media buyers evaluate its multichannel products. Yell additionally has dedicated a team of specialists to work directly with agencies. Large accounts are widely viewed as a channeling segment for Yellow Pages publishers, and more tools and resources need to be devoted to this segment to make a better case that the full suite of directory products offers good value to large, national accounts.


Here are some details from the press release:

Yell media are used over one billion times a year by 87% of the UK population* and deliver wide-reaching advertising opportunities for ever brand, media need and budget. A variety of packages spanning print, online and mobile are available with options including sponsored SMS, online banners, PPC keyword ads and classification sponsorship.

“We think this will become a vital agency resource,” said Jason Smith, head of advertiser development at Yell. “We know that over half of the people who contact a business through a Yell product go on to make a purchase.

Therefore our audience is ‘ready-to-buy’ which offers a huge opportunity for brands.”

The newly created team offers a fully managed service via a single dedicated point of contact, meaning consistency of approach and ease of communication. They will also offer a range of value-added services including consumer survey TGI, Mosaic profiling, mapping and response analysis.

Jason said: “The development of a bespoke portal and agency team is a natural step to provide the best possible service for media agencies to help them find the right Yell product that will give any brand great return on investment. This offers particular benefits to agencies with high-volume needs and further raises our profile among agencies and brands.”

Yell will be engaging directly with media agencies over the next few weeks and launching a B2B advertising and promotional campaign created by Proximity London to communicate fully the offer to the media planning and buying community.

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