YP is “not your grandmother’s Yellow Pages company” and is poised for real growth as the second largest mobile search ad company in the U.S. behind Google, said YP CMO Allison Checchi during a keynote address at Leading in Local: Interactive Local Media at San Francisco Airport.

Checchi noted that the company pulled in more than $1 billion in digital revenue last year (about a third of which comes from mobile), and that its network of mobile and online publishers helped deliver 40 billion annual impressions. “We are at Version 3.0 or 4.0 right now in the way we are serving consumers,” she said, noting that YP is moving quickly to add transactional capabilities and other new business models.

YP’s next steps will leverage the company’s real effectiveness for commerce. Internal data shows that YP searchers spend 20 percent more than other Web searchers, she said.

YP is “not your grandmother’s Yellow Pages company” and is poised for real growth as the second largest mobile search ad company in the U.S. behind Google, said YP CMO Allison Checchi during a keynote address at Leading in Local: Interactive Local Media at San Francisco Airport.

Checchi noted that the company pulled in more than $1 billion in digital revenue last year (about a third of which comes from mobile), and that its network of mobile and online publishers helped deliver 40 billion annual impressions. “We are at Version 3.0 or 4.0 right now in the way we are serving consumers,” she said, noting that YP is moving quickly to add transactional capabilities and other new business models.

YP’s next steps will leverage the company’s real effectiveness for commerce. Internal data shows that YP searchers spend 20 percent more than other Web searchers, she said.