Yelp Launches New Advertising Platform Allowing National and Regional Brands to Reach Its High-Intent Audience Off Yelp
July 14 2021 - 7:00AM
Business Wire
Yelp Audiences
provides non-location based advertisers a way to reach Yelp’s
audience when they are preparing to make a purchase
KitchenAid sees
success partnering with Yelp in campaign to support women-owned
businesses
Yelp Inc. (NYSE: YELP), the company that connects people with
great local businesses, today announced Yelp Audiences, a new way
to help national and regional advertisers connect with consumers
across the web based on Yelp search activity. Yelp Audiences offers
an opportunity for location-based, direct-to-consumer, consumer
packaged goods, and online advertisers to reach Yelp’s high-intent
audience at all stages of the buying cycle. Yelp launched this new
advertising platform with KitchenAid, following successful pilots
with food technology company Eat Just and comfort technology
company Purple.
Yelp Audiences is the only way for advertisers to target Yelp
users off-platform and across the web, connecting them with people
who have shown an interest or need for a product or service.
According to Yelp's research, 90% of people make a purchase within
a week after visiting Yelp. Advertisers provide creative assets and
Yelp delivers the advertisements on premium websites, mobile apps,
and video streaming services through connected TV, based on the
user’s purchase intent while on Yelp. Yelp Audiences enables
advertisers to execute a more holistic advertising approach through
Yelp — allowing clients the option to work directly with one,
centralized advertising partner that is well-versed in their
business and advertising goals.
In May, KitchenAid worked with Yelp to deliver off-platform ads
that encourage consumers to eat at women-owned restaurants in their
local markets as a part of their “A Woman’s Place” campaign. The
overall initiative seeks to empower and elevate women in the
culinary profession to the top of the industry and is centered
around a documentary short, titled “A Woman’s Place.” Directed by
Academy Award Winner Rayka Zehtabchi, the film is an Official
Finalist within the Tribeca X Awards program and is available to
stream on Hulu and YouTube. The Yelp partnership ran between May
3-31, with a national campaign that leveraged Yelp’s hundreds of
thousands of women-owned businesses to show consumers a map of
their local spots where they can show support.
“As a part of our ‘A Woman’s Place’ campaign efforts, it was
critical to drive impact by supporting women-owned businesses,”
said Priyanka Rathore, brand communication manager at KitchenAid.
“We knew that partnering with Yelp Audiences would be a natural
fit, not only because they have the ability to reach a very
specific audience, but also because their mission matched our goal
to reach consumers who are already looking to spend with and
support local businesses.”
KitchenAid leveraged a study with Kantar*, an industry-leading
third-party measurement company, to measure brand lift driven by
the campaign. Respondents who saw KitchenAid’s Yelp Audiences ads
showed a 12 point lift in the perception that "KitchenAid is made
for people who love to cook," which is about a 5X higher lift
compared to the industry benchmark for brand attributes.
“For years, advertisers have wanted to make more meaningful
connections with consumers and Yelp's unmatched data allows us to
support that,” said Tom Foran, Yelp’s senior vice president and
head of Go-To-Market, National. “Yelp’s high-intent audience can
uniquely help brands better develop these important and meaningful
connections with the right consumers. With Yelp Audiences, we are
able to help advertisers reach our engaged, down-funnel audience in
a way no other platform can. We’re honored to have partnered with
KitchenAid to connect consumers with women-owned businesses and
empower small businesses, something that is so inherently important
to Yelp.”
Consumer privacy has always been a top priority for Yelp. With
Yelp Audiences, Yelp is working directly with advertisers and
eliminating the need for them to purchase consumer data from a
third-party, thereby protecting Yelp users' information. Yelp
leverages partnerships with industry leading demand-side platforms
(DSPs) to deliver ads to its users on leading third party websites
and apps based on user search activity on Yelp. Through Yelp
Audiences, advertisers can reach a personalized audience while
remaining compliant with privacy laws. Yelp also works closely with
these DSP partners to control brand safety and viewability across
all inventory types supported including display, video and
connected TV.
Through pixel integration and first-party reporting, Yelp
provides the measurement and insights its partners need in order to
determine the effectiveness of their advertising on Yelp
Audiences.
For more information on Yelp Audiences, reach out to
national@yelp.com.
*According to a Kantar Brand Lift Insights report conducted in
May 2021.
About Yelp Inc.
Yelp Inc. (www.yelp.com) connects people with great local
businesses. With unmatched local business information, photos and
review content, Yelp provides a one-stop local platform for
consumers to discover, connect and transact with local businesses
of all sizes by making it easy to request a quote, join a waitlist,
and make a reservation, appointment or purchase. Yelp was founded
in San Francisco in July 2004.
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Yelp Inc. Amber Albrecht aalbrech@yelp.com
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