Along with fellow mobile application leader Pandora and mobile marketing pros from our ad agency partners MediaVest and Ignited, WhitePages’ VP Mobile & Monetization, Kevin Nakao, co-presented a wide-ranging series of mobile app and in-app advertising case studies in a “Master Class” session at this week’s iMedia Agency Summit in Scottsdale, AZ.
This master class, held the afternoon of the first day, was a complex team effort, bringing four co-presenters (and four case studies) together in one information-packed hourlong session.
Continue Reading →
Note: This post is the 8th in a series on Brand Building that highlights the approach that WhitePages has taken over the past 15 months to build and reposition its brand.
The following post was written by Ingrid Michelsen who is our Director of Advertising Strategy at WhitePages. She’s been working tirelessly to ensure that all of our site changes enhance or at least don’t negatively impact how we generate revenue on thie site. More information in the post below. Enjoy!
As WhitePages’ Director of Advertising Strategy and one of the ad sales department’s representatives on our internal Branding Committee, the company’s rebrand initiative posed a number of questions regarding how to stand for our new brand principles with 100% integrity for our site users, while also maintaining our advertising revenue streams (which, in turn, keep our service entirely free). A clean, user-friendly site isn’t necessarily at odds with advertising, but we were most likely going to need to make short term financial trade-offs in the hope that we would be able to drive long term customer loyalty and real marketplace differentiation—the best advantage an ad sales organization can have.
Continue Reading →
Ingrid Michelsen is WhitePages’ Dir, Advertising Strategy overseeing our search-derived behavioral targeting solutions, sales strategy, emerging technologies, rich media custom solutions and industry outreach.
Like many others in the online advertising industry I took a keen interest in Google’s announcement last month that they’re going to give users “transparency, choice and control” over their search and browsing behavior profiles—a very appealing message to privacy-sensitive consumers and legislators.
Continue Reading →
Super exciting news—in June WhitePages surpassed its prior unique user record on comScore which was 17.9MM in July 2007. As of the latest comScore release that came out yesterday, we are now the #42 property, with 19.2MM unique users per month, which represents 10.1% reach to the US Internet population. For reference, last month WhitePages was ranked #49, with 17.5MM unique users. Our June numbers constitute a nearly 10% month-over-month increase! We believe the primary growth driver, besides continued website improvements, is our new partnership with MSN. Expect more growth in months to come since comScore tends to take three months or more to fully reflect our new partnership deals and core traffic growth.
