Comporium is going old-school with a new EBIF-based targeted advertising app – the company is now offering its viewers a “yellow pages” widget built by FourthWall Media.
The Yellow Pages on TV app does exactly what it says it does: provides viewers with a full directory of local businesses, complete with advertising. The advertising consists of targeted placements and interactive banners that allow viewers to access in-depth information about participating advertisers on Comporium channel 599.
“Yellow Pages on TV, which we call ‘Make it Local,’ is a very simple and productive way for local businesses to reach customers,” said Comporium's Glenn McFadden, executive vice president and COO. “In four months, we added over 340 new advertisers. These merchants had never advertised on television before. And more are coming on board weekly. We think Yellow Pages on TV is an excellent way for an operator to monetize the cable industry’s investment in the EBIF platform.”
“What we’re seeing in Comporium is the same as we’ve seen in other markets: a high rate of advertiser and user adoption,” said Patrick Peters, executive vice president of programming at FourthWall Media. “We have a high rate of usage, a high rate of repeat usage, and typically over seventy percent of users click through to a business. Almost seven percent have used the click-to-call feature, which connects the person instantly to the merchant. These numbers exceed our expectations, and we believe they will continue to grow. If scaled, the Yellow Pages on TV widget alone would represent about $2 billion in new revenue for the entire industry.”
The Yellow Pages on TV widget offers advertisers a number of options for the consumer to use. Users can select advertisers from banners or search by business type. Once the viewer finds a business, they can click to see more information, such as the click-to-call feature, along with other functionality that allows them to see daily specials and sales info, get directions, and find out more about the product or service.
A new Yellow Pages app that provides EBIF-based targeted advertising proves popular with advertisers new to TV.