Benefits of a Combined Display and Space Ad Program

The only way for advertisers to realize the full potential value of Yellow Pages for
most developed headings is to have both an incolumn ad and a display ad.
In the past, analysis of call measurement studies suggested that advertisers benefit most
from Yellow Pages when they use a combination of a display ad and a space ad to reach
different sets of consumers. This analysis has been updated using data from the 2008
Yellow Pages Metered Ad Study with similar, reinforcing results. The 2008 study
contains 940 studies where advertisers purchased both display and space ads.

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