Yelp Announces New Ad Products to Help National Advertisers Connect at the Local Level
16 November 2021 - 11:00PM
Business Wire
Launching with Kraft Heinz and its iconic
HEINZ brand, Sponsored Collections allows brands to highlight local
businesses
Yelp introduces Seasonal Spotlight Ads,
enabling brands to capitalize on the holiday season and other
tentpole moments
Yelp Inc. (NYSE: YELP), the company that connects people with
great local businesses, today officially announced two new
advertising products, and Sponsored Collections, expanding Yelp
Audiences campaigns to help national brands better reach a local
audience both on and off the platform, and Seasonal Spotlight Ads,
which helps brands reach Yelp's high-intent users right on Yelp’s
home screen.
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the full release here:
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Yelp Sponsored Collections helps national
brands better reach a local audience. (Photo: Business Wire)
Sponsored Collections, which appear on the Yelp iOS app
homepage, enable brands, with or without a storefront, the
opportunity to showcase local businesses around a common theme.
Yelp partners with each advertiser to curate a list of locally
owned businesses to support a brand initiative in select markets.
There is no cost for local businesses to participate in Sponsored
Collections, which are currently available on the Yelp iOS app,
with an Android experience coming soon.
“Sponsored Collections are a win-win for national and local
businesses,” said Tom Foran, Yelp’s Senior Vice President and Head
of Go-To-Market, National. “These campaigns create a local
footprint for a national brand to tell its story at a hyperlocal
level by sponsoring a business collection on Yelp that helps
support its initiatives. Sponsored Collections can be customized,
enabling advertisers to create meaningful connections with local
businesses and consumers.”
The Kraft Heinz Company is currently working with Yelp on a
multifaceted campaign that leverages Yelp Audiences and Sponsored
Collections. The business-owner focused campaign is a first for
Kraft Heinz.
In eight weeks, Kraft Heinz has leveraged Yelp Audiences to
reach nearly four million Yelp users self-identified as business
owners and restaurant operators off the platform, based on
reporting provided by The Trade Desk. Kraft Heinz’s Yelp Audiences
campaign uses ads to drive consideration of Heinz Ketchup and
Philadelphia Cream Cheese. To further extend the reach of the
campaign, Kraft Heinz will run a Sponsored Collections campaign in
November and December. The campaign started as an opportunity for
Kraft Heinz to spotlight local business owners in 25 cities that
are likely to carry Heinz Ketchup products.
“This campaign reinforces to foodservice operators that
consumers see brands like HEINZ and Philadelphia as signals of
quality in a restaurant,” said Brandon Potter, Head of Brand
Marketing, Away From Home at Kraft Heinz. “Yelp’s rich data set
allows us to target this very specific – and hard to reach –
audience both on and off the platform.”
Today, Yelp also officially announced Seasonal Spotlight Ads
aimed at helping multi-location brands drive in-store traffic by
communicating directly with Yelp’s high-intent audience about
seasonal deals, promotions and new products. By leveraging a
carousel on the Yelp iOS app homepage, individual posts will appear
from brands that allow consumers to learn more about the brand’s
holiday campaign and other tentpole moments, including New Year’s,
Valentine’s Day, spring cleaning, Denim Day and Tax Day. Seasonal
Spotlight campaigns run alongside another Yelp advertising
campaign, either on-platform with Yelp Ads, or off-platform with
Yelp Audiences.
“With each new ad product we roll out, we’re further enabling
national and multi-location advertisers to tell their story on
Yelp,” said Vivek Patel, Yelp’s Chief Product Officer. “Our
advertising strategy for national and multi-location brands focuses
on what’s most relevant for the consumer and how brands can
leverage seasonal moments to create multiple, meaningful
touchpoints. We’re thrilled to see that the reaction to Seasonal
Spotlight Ads is overwhelmingly positive, as we’ve actually sold
out of this ad space for the 2021 holiday season.”
During the pilot period, IHOP, the expert in all things
breakfast, saw a strong incremental lift in store visits with their
Seasonal Spotlight Ads campaigns for Father’s Day and National
Waffle Day, based on its third-party attribution studies. This
Thanksgiving, IHOP will continue to leverage Seasonal Spotlight Ads
to help drive diners to its restaurants ahead of the holiday
week.
Additionally, Yelp has seen a significant increase in customer
adoption of Yelp’s first-party attribution tool, Yelp Store Visits,
which leverages our rich first-party dataset to help advertisers
better understand how their ads are driving consumers to their
locations. Cost-per-click ad budgets from National and Midmarket
clients leveraging Yelp Store Visits increased by more than 5X from
the third quarter of 2019 to the third quarter of 2021, while the
average number of accounts has more than doubled.
Yelp’s suite of ad offerings are available on the Yelp iOS and
Android apps.
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/20211116005328/en/
Yelp Inc. Amber Albrecht press@yelp.com
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