Earlier this year, Yelp announced two new ad products. They are ad units that serve video and image ads. These products allow national brands to reach local consumers. These ads are also designed to reach people in specific locations. They can be 7-second to 30-second video ads, or static images. These ads run for a default time period of 28 days. However, advertisers can change the message and length of the ads to ensure they are reaching consumers who are likely to convert.
Yelp’s new ad products offer a way for businesses to promote their products and services. Businesses that place ads on Yelp appear in searches and in the sidebar, and they’re listed after sponsored results. They can also add special promotions to their Yelp profiles. Yelp’s business listings feature a star rating, featured review, and hours of operation. These features enable consumers to find local businesses and make transactions. This business directory has over 135 million monthly visitors, and Yelp is one of the most popular review sites. Creating a profile on Yelp allows consumers to add reviews of products and services, share events and experiences, and plan their day.
Yelp’s new ad products also enable national brands to reach local consumers. They can also run seasonal campaigns. These campaigns will run alongside Yelp Audiences, which allows advertisers to reach consumers who have opted in to location targeting. It’s important to note that these ads are designed to reach people who are likely to convert, and the impact will be measured through Yelp Store Visits.
According to Yelp’s survey of over 800 consumers, 85% of Gen X respondents and 54% of Gen Z respondents preferred to use national brands for their local needs. Yelp also found that Baby Boomers preferred to use local businesses. According to Yelp, this is because consumers are more likely to stay at a local business for longer periods of time.
Yelp has also observed users using the “Real Reviews” feature. It’s not surprising that Yelp is relying on video for their new ad products. It’s also not surprising that they’ve seen an increase in the number of advertisers who contribute to video ads. This is especially true since this type of ad is expected to increase by 30 percent in the coming year.
Rosie Akenhead, Yelp’s manager of local business outreach for the U.K. and Ireland, talked with Search Engine Watch about mobile and how Yelp is focusing on bringing its mobile users the best possible experience. She also talked about the recent changes and enhancements to the Yelp iOS and Android apps. She also discussed how she believes Yelp is evolving to focus more on the consumer experience.
Yelp has a strong community of contributors, which helps draw more people into the site. This makes it easier for consumers to find and share content. It also expands the breadth of content on the site, which draws in more prospective contributors. This content can also be useful for TV commercial production.