YP And Groupon Come Together On Local Deals And Search

YP is looking to connect its 60 million searchers to Groupon’s 450,000 active monthly offers.

YP is adding Groupon’s 450,000 local discounts to its search marketplace as the online directory services company seeks to provide the kind of immediate discovery for on-the-go mobile users.

A year after YP fully revamped its search and display offerings for the hyperlocal markets it serves, the company has been focusing on building up alliances designed to enhance its presence at the local level. This is its first is a deal with Groupon, and it follows recent partnerships with Uber, Fandango, the Better Business Bureau, and others.

For Groupon, the deal comes as it continues to refine its marketing position with less emphasis on discounts and more on “experiences,” as evidenced in a TV ad campaign that began running in late May.

“Millions of people have come to depend on YP to help them schedule and transact directly with local businesses to get things done, so working with a leader like Groupon to integrate their offers was a natural fit for YP,” said Stu MacFarlane, EVP, Consumer Platforms at YP. “Additionally, Groupon deals have the potential to encourage YP users to try out a business they might not have otherwise, allowing them to discover new favorites.”

Local Breakthroughs

Aside from partnerships and products, YP is also continuing its 8-city “Local Breakthrough Summit,” a traveling road show that showcases local businesses and their online-to-offline strategies and problem-solving.

“We’re trying to both celebrate what local businesses are doing and also address the concerns they’re facing,” Holly Bowyer, YP’s VP of portfolio marketing, told GeoMarketing at last week’s summit at New York’s City Winery. “For example, if 75 percent of consumers are looking for local businesses on mobile and only 41 percent of SMBs have a mobile optimized site, there are ways we can help them optimize their sites so they can have that stronger connection to their customers. From there, we’re giving them an opportunity to share those experiences with their peers in their respective cities.”

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David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.