AT&T Interactive and Yahoo! announced an agreement, under which AT&T’s advertising sales force of more than 5,000 will sell Yahoo! display inventory to local businesses across the United States. The collaboration adds Yahoo!’s display inventory to AT&T Interactive’s local online advertising portfolio, and takes advantage of Yahoo!’s audience reach and targeting technologies.
“Local businesses are looking to drive in-store traffic, and our alliance with AT&T Interactive will help them reach a local audience of highly-engaged potential customers on Yahoo!,” said Jim Schinella, Senior Vice President, North America Region, Yahoo!. “As local businesses shift their advertising spend to reach the growing number of Internet consumers, AT&T Interactive and Yahoo! can equip them with the tools and expertise they need to be successful online.”
AT&T Interactive maintains close relationships with local businesses in the $14 billion local online ad market, according to Borrell Associates. Hundreds of thousands of local businesses, spanning thousands of business categories, have built online local advertising programs around AT&T Interactive’s YELLOWPAGES.COM local search marketing solutions, online video ads, web sites and more. These businesses can now add Yahoo!’s targeted display advertising to their marketing campaigns through their relationships with the AT&T Advertising Solutions sales force.
“Our local advertisers are focused on growing their business so they look to us to help find the most comprehensive and effective ways to reach consumers,” said Matt Crowley, Chief Marketing Officer, AT&T Interactive. “Adding Yahoo!’s reach through highly targeted display advertising enhances our existing portfolio of local advertising products, allows our advertisers another way to raise their visibility and reach more online consumers. This joint effort is a natural extension of our existing relationship with Yahoo! and takes advantage of each company’s assets in the local market.”
The AT&T Advertising Solutions sales force intends to begin selling Yahoo! display inventory later this summer. AT&T Interactive anticipates it will become available across AT&T Advertising Solutions’ nationwide footprint through a phased rollout.
The agreement between AT&T Interactive and Yahoo! is the latest addition to the strategic relationship between AT&T and Yahoo!, which runs across many Yahoo! products and services, including portal and mobile services. By tapping into AT&T’s Advertising Solutions industry leading local ad sales force, Yahoo! extends its growing presence in the local online ad market, spanning a range of search and display advertising sales partnerships.