Yelp’s New Products Help Measure Advertising Success & Consumer Behaviors & Underscore Its Commitment to National & Multi-L...
12 February 2020 - 1:00AM
Business Wire
Store Visits and Showcase Ads with new video
format enable businesses to reach Yelp’s engaged audience, drive
leads and better understand consumer behavior and geographic
trends
Yelp Inc. (NYSE:YELP), the company that connects people with
great local businesses, today announced the official release of two
new products that help businesses with multiple locations better
reach and understand consumers at every phase of the purchase
cycle. Yelp introduced Yelp Store Visits (YSV) to measure how
online activity on Yelp drives physical store foot traffic, and
launched Showcase Ads, a new video-centric format that allows
national marketers to feature in-season promotions and to tell
their brand story more effectively. Yelp’s new enterprise
advertising products provide brands with greater control over how
they promote their business on Yelp, and a more effective way to
measure what resonates with their audiences. The new products have
been piloted by Denny’s and other Fortune 500 brands.
This press release features multimedia. View
the full release here:
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LaserAway uses new video Showcase Ads to
drive additional customers to their business (Graphic: Business
Wire)
Yelp introduced these new products to address the specific pain
points of national and multi-location businesses that are looking
to better tell their story to Yelp’s high-intent audience. Yelp
Showcase Ads provides a canvas for brands to promote offerings to
potential customers who are looking for a business like theirs.
Yelp Store Visits gives clients the confidence that Yelp’s
advertising products are delivering real in-store value. Yelp
continues to partner with brands, both large and small, to give
them more engaging ad formats, including video, which was the most
recent addition prior to launch.
“National and multi-location brands are looking for
sophisticated products to help them drive ad performance,
demonstrate ROI on their campaigns, and better tell their story in
an increasingly noisy digital landscape,” said Tom Foran, Yelp’s
senior vice president of national sales. “Brand advertisers
appreciate Yelp’s ability to help them reach high-intent consumers
with relevant and effective content. These new products represent
our commitment to building advertising solutions that generate real
results for our brand partners. By utilizing Showcase Ads and
measuring the results with Store Visits, brands are able to target
their new or seasonal product offerings to a hyper-local audience
and know the impact of their marketing campaigns on driving
consumers into stores.”
Ahead of the official launch, Yelp ran a successful pilot
program with Denny’s, with the help of their media agency, Spark
Foundry.
“We are always looking for new ways to reach our consumers and,
given Yelp’s dominance in the industry, we sought a partnership to
help us drive more customers to our restaurants,” said Erik Jensen,
vice president of brand engagement, Denny’s. “We’ve been working
with Yelp since 2015, but decided we wanted to take things to the
next level when we learned about Yelp Store Visits. YSV has helped
us to truly understand the impact of our ad dollars and ensure
we’re leveraging the right strategy. We look forward to continuing
our partnership in 2020 and uncovering even more valuable ways to
attract more customers to Denny's.”
Addressing Enterprise Advertisers’ Unique Needs
Yelp is continuing its commitment to innovating on new
advertising products for multi-location brands:
- Yelp Store Visits: Available to multi-location
advertisers, Yelp Store Visits is a first-party attribution tool
that allows businesses to better understand the impact of their
ads. Through opt-in location information at scale, and other
signals that users provide when engaging with Yelp, clients can
more easily measure the extent to which Yelp ads are driving
customers into their stores. Yelp Store Visits determines the
cost-per-visit attributable to Yelp advertising and enables clients
to better calculate their return on ad spend.
- Showcase Ads: Showcase Ads gives national and
multi-location regional businesses an effective way to promote
their special or limited-time offers to high-intent consumers on
Yelp. Showcase Ads are also available with video capabilities.
This latest release of new advertising products demonstrates
Yelp’s continued commitment to innovating on products that bring
more value and address the unique needs of businesses of all sizes,
across different categories. In addition to these new advertising
products for multi-location and national businesses, Yelp released
new products to provide smaller businesses with greater control
over how they promote themselves to potential customers who are
looking for a business like theirs, including Business Highlights,
Yelp Verified License, and Portfolio.
For more information and Yelp’s latest metrics, visit:
https://www.yelp.com/factsheet
About Yelp
Yelp Inc. (www.yelp.com) connects people with great local
businesses. With unmatched local business information, photos and
review content, Yelp provides a one-stop local platform for
consumers to discover, connect and transact with local businesses
of all sizes by making it easy to request a quote, join a waitlist,
and make a reservation, appointment or purchase. Yelp was founded
in San Francisco in July 2004.
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version on businesswire.com: https://www.businesswire.com/news/home/20200211005291/en/
Jackie Berte press@yelp.com
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