Learn About Us
AT&T Interactive, a subsidiary of AT&T Inc, is an industry leader in creating local search products and services that empower consumers to discover, find, connect and transact with businesses across the devices and interactive platforms they use most -- including online, mobile and IPTV. Leveraging our long history in local search advertising, AT&T Interactive delivers innovative new media opportunities allowing companies of all sizes to effectively reach local consumers and generate leads for their businesses.
Research—Downloadable Presentations
"Drivers of Local Mobile Engagement"—presented by Chung Cheong VP, Ad Product Management AT&T Interactive
At the 2011 MMA Forum Los Angeles understanding the mobile consumer took center stage in the world of mobile marketing. AT&T Interactive presented insights on mobile consumer behavior based on findings from a study conducted by The Nielsen Company. The presentation, led by Chung M. Cheong VP, Ad Product Management AT&T Interactive, uncovered key insights on how mobile drives consumer local engagement.
Download "Drivers of Local Mobile Engagement"
"Understanding Local Mobile Consumer Behavior"—presented by Steven Wise, VP Industry Marketing, AT&T Interactive
At the O'Reilly Where 2.0 conference April 2011, AT&T Interactive presented insights on mobile consumer behavior based on findings from a recent study conducted by The Nielsen Company. The objective of the study was to provide insights into the role of mobile devices in search, decision making, and advertising. The presentation also delves into implications for advertisers, marketers, and publishers within the location-based services ecosystem.
Download "Understanding Local Mobile Consumer Behavior"
Research—White Papers
“Finding What You Need — How Consumers Make Mobile Purchase Decisions and Consumer Advertising” by Mark Reed-Edwards
AT&T Interactive recently commissioned Nielsen to conduct in-depth research into what drives local mobile searchers to purchase, allow location detection, and more. This report provides insights into the role of mobile devices in search, decision making, and advertising. Also examined are the implications for advertisers, marketers, and publishers within the location-based services ecosystem.
Gain valuable insights on mobile consumer behavior, including:
- How likely are mobile local searchers to allow apps to determine their location?
- Where most mobile local searches occur?
- What is the shape of the local purchase funnel, from search, to walk-in purchase?
“Digital Deals: The Birth of a New Global-Local Market”—by Greg Sterling, Senior Analyst & Program Director, Internet2Go, (an Opus Research advisory service)
AT&T Interactive, continuing its effort to advance key insights on the local advertising ecosystem, commissioned Opus Research to author “Digital Deals: The Birth of a New Global-Local Market.”
This white paper provides current analysis on digital deals, one of the industry's hottest media trends.
Valuable breakthrough findings include:
- Number of US consumers actively subscribing to daily deal programs
- Deal redemption rates and best practices for local businesses
- Average deal price and ROI measurements for advertisers
- Upcoming trends, market players and emerging channels
“The Promise of Mobile Advertising”—by Chetan Sharma, Chetan Sharma Consulting
As new media channels diversify to meet the evolving demands of both consumer and advertiser, no other communications platform hold more promise than mobile. With its unique opportunity to combine content, context and location, the mobile platform supports national brand advertising while providing significant impact to local advertisers looking to leverage immediacy, location and personal connectivity to engage with potential customers.
Download “The Promise of Mobile Advertising”—by Chetan Sharma, Chetan Sharma Consulting—a free AT&T Interactive commissioned white paper.
Research—Case Studies
Skout, a mobile social network for meeting new people, signed up with several ad networks to test consumer reaction to mobile advertising. But the lack of relevancy in some of the mobile ads served had an adverse effect on the user experience and led to consumer complaints. To improve the user experience and increase monetization with better targeting, Skout turned to AT&T Interactive's YP(SM) Local Ad Network, which serves highly targeted hyper-local ads.
Download "Skout and AT&T Interactive Team Up for Mobile Monetization"
After experimenting with several leading mobile ad networks, OneLouder turned to in-app local ads from the YP(SM) Local Ad Network. OneLouder, a Handmark subsidiary, found AT&T Interactive's YP(SM) Local Ad Network delivers both great eCPMs and high fill rates.
Download "Handmark's OneLouder Increases eCPMs and Fill Rates with AT&T Interactive"
Pinger runs a mobile network that allows its users to talk and text for free. They had a theory: locally sourced mobile ads are more successful at monetizing ad impressions than general mobile ads dues to location relevancy. To test its hypothesis, Pinger turned to AT&T Interactive's in-app local ads from the YP(SM) Local Ad Network.
Download "Pinger and AT&T Interactive Prove Monetization Power of Local" Case Study
Reports—Local Insights
The Local Insights Report Q4 2011 focuses on issues affecting the rapidly evolving local advertising ecosystem and is based on data from AT&T Interactive's YP(SM) Local Ad Network. We've uncovered trends based on data from over 190 million searches performed in September 2011 across the AT&T Interactive YP(SM) Local Ad Network's online, mobile and IPTV platforms.
Highlights include:
- Overview of the YP(SM) Local Ad Network and its 2+ billion annual searches
- Top search categories on the YP(SM) Local Ad Network
- The growth of mobile search penetration on the network
- What ad categories consumers are clicking
Download the Local Insights Report Q4 2011 now!
Industry Briefs
AT&T Interactive Industry Briefs provide valuable insights on key components of our business. Read about emerging market trends, key products, technologies, and our partnerships within the digital media industry.
AT&T Interactive Industry Brief: Corporate Overview
Learn about AT&T Interactive and how the YP(SM) Local Ad Network delivers solutions for advertisers and publishers. Download Industry Brief
AT&T Interactive Industry Brief: Enabling a Mobile Ecosystem
Learn how AT&T Interactive connects consumers, advertisers and publishers through local mobile solutions. Download Industry Brief
Webcasts
3D Immersive Local Advertising" Webcast Tuesday, December 6, 2011
As smartphones and tablets become mainstream, consumers seek more engaging online experiences before visiting local businesses. How do local advertisers meet these multi-platform using consumers at these critical touch points? Please join and Matthew Goldman, executive director, product AT&T Interactive and Jim Schoonmaker, CEO of EveryScape, Inc., to learn about how interactive photo-realistic imagery and virtual tours can help consumers discover and learn about your business. Watch this webcast!
Mobile Websites for Small Businesses - Tuesday August 23, 2011
The mobile media landscape is constantly evolving with more internet traffic going mobile. Consumers are also searching and transacting with mobile more. But how do small businesses keep up with this explosive growth in mobile internet usage? What are the trends, facts and mobile best practices for small businesses that need to create mobile-optimized versions of their websites? Watch Garrett McGrath, Sr. Product Manager, AT&T Interactive and Rajat Khurana, Vice President, Sales, Duda Mobile, Inc. in this insightful webcast that will discuss recommended methods for easily 'mobilizing' a website. The webcast also plans to provide valuable data and key research from AT&T's extensive mobile website portfolio. AT&T Interactive is helping to lead innovations in mobile.Watch this webcast!
SMB Online Video Marketing: From Video Production to Getting It Seen - Monday June 27, 2011
Video is a valuable tool that local advertisers can utilize for brand identification, driving traffic, and providing online visitors the ability to "get to know them," before they set foot in their business. Watch Art Chompaisal, Sr. Business Manager, AT&T Interactive, John Wallace, Sr. Director, AOL Content Platform, and Doug Marrs, AOL Content Platform, as they outline best practices on creating an SMB online advertising video and publishing it effectively on the web. Watch this webcast!
Turbo Boost Your Local Campaign with Display Banner Advertising - May 23, 2011
While people consume 38% of their media online, local awareness budgets are still focused on non-interactive media such as TV, radio, billboards and print. Display banner advertising, however, has rapidly evolved due to the technological advances related to real-time bid ad exchanges. Watch Onil Gunawardana, Executive Director of Product Management, AT&T Interactive in a discussion and learn how local advertisers can harness the power of exchange based display banner advertising to turbo boost their campaigns. Watch this archived webcast!
SEO 101 for Local Businesses, Monday April 25, 2011
AT&T Interactive's YP.com(SM) SEO team will discuss how to drive organic traffic to small business websites through cutting edge SEO methods and strategies. Join Danny Dover and John Cole for insights on cutting edge SEO methods and strategies in this compelling webcast. Watch this webcast!
How Can Local Advertising Better Monetize Mobile Apps? Tuesday, January 18, 2011
Mobile advertising is getting more local, resulting in better eCPM's for mobile publishers and a better experience for users. Watch a discussion with mobile advertising industry leaders Chetan Sharma of Chetan Sharma Consulting and Will Hsu, Chief Product Officer at AT&T Interactive as they address the future of mobile advertising and how mobile publishers can monetize their apps. Watch this archived AT&T Interactive webcast.
The Evolution of Local Discovery, Tuesday, May 11, 2010
As consumers turn to a diverse set of media channels to better meet their immediate local needs, businesses need to evolve their marketing strategies to include integrated programs across multiple platforms including local search, mobile search, location-based applications and social media. Watch this archived AT&T Interactive webcast.
Reinventing Local Advertising With Mobile, Wednesday, October 27, 2010
There has been a frantic pace of evolution in how media is consumed. Communication has become multi-dimensional, consumer expectations from media have changed, and the business of advertising is transforming. This is most evident at the local advertising level where there is no other platform that captures the essence of this change and holds more promise than the mobile device.
Watch Chetan Sharma of Chetan Sharma Consulting and David Williams, VP, Mobile Product Management, AT&T Interactive in this webcast to discuss how various entities within the mobile ecosystem have been accelerating innovation and providing mobile advertising opportunities for national and local advertisers. Watch this archived AT&T Interactive webcast.