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BizReport : Advertising : March 25, 2008
YellowPages, SuperPages lead classifieds category
There are two main sources for yellow pages advertising according to a new report from comScore: YellowPages.com and SuperPages.com. The report finds that YellowPages.com and Superpages.com accounted for more than 40% of yellow pages searches during Q4, 2007.
That is an increase of about 5% between the two websites year over year (YoY).
“In the highly competitive IYP search market, partnerships played a significant role in determining the 2007 landscape,” said Serge Matta, senior vice president of comScore. “Yellowpages Network was one of the key beneficiaries of this strategy, since partnerships helped it secure a leading position in the market.”
YellowPages.com was just head of SuperPages.com, which actually showed a decrease of nearly 1% YoY. Next up was Yahoo sites, which also showed a decline (nearly 5% less) YoY and Google sites (2% increase YoY). YellowBook.com rounded out the top five yellow pages sites with an 8.6% share (4% increase YoY).
Part of the increase for the different classified sites was due to increasing their partnerships. For example YellowBook.com increased it's share (4% increase) because of it's partnership with Addresses.com and Microsoft website increased their profile by partnering with different Microsoft sites like Microsoft Maps; Microsoft also ended it's partnership with SuperPages.com which may have impacted the SuperPages.com search share throughout the year.
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Posted by: Simon on April 24, 2008 10:23