Sunnyvale, California — Local business is an online revenue stream dying to be tapped — And since 2007 Yahoo and big directory publisher Dex One have gotten a boost from hub Yahoo and search site DexKnows, are now expanding their local advertising partnership, which lets advertisers who buy listings on Dex One’s search site place their ads on Yahoo Local search results as well.
The deal comes as Yahoo is renewing focus on local ad sales and has announced local advertising partnerships in recent months with Gannett and direct marketer Valassis. Having listings appear within a hub with a reach such as Yahoo’s should help drive much more traffic to local businesses from their specific marketplace.
The previous partnership between the two, however, spread across only a 14-state region (where Dex One publishes print directories for Qwest). The two companies say that geography has now been enlarged.
“This strengthens a great strategic relationship with Yahoo and broadens the reach of our local advertiser network,” said Sean Greene, Senior Vice President of Interactive for Dex One. “Through the network our clients’ online business information appears not only on DexKnows but also in prime locations on many of the Web’s most popular search sites, including Yahoo Local,” Greene said.
Yahoo also perceives the potential in local advertising and had expanded its partnership with Dex One, which runs the local business directory DexKnows.com. Now all local businesses advertising through DexKnows.com will have the privilege to appear in Yahoo Local search results.
Dex One listings include detailed business information as well as direct links to business profiles within the DexKnows profile pages. User generated ratings, reviews and business location maps are also included. According to information from the company, thousands of local business leads have been generated through the agreement.
“Yahoo! is committed to helping local businesses unlock the potential of digital advertising,” said Regan Senkarik, Yahoo’s vice president of Channel Sales. “Expanding our association with Dex One will provide their clients with greater exposure in local communities and more consumers with detailed information on local businesses.”
On a somewhat similar theme, Yahoo announced that its Yahoo Search Marketing advertisers can now begin their transition to Microsoft adCenter — a product of the Search Alliance between those two companies.