Local search provider and ad network YP (formerly the advertising and directory services division of AT&T) released search and activity data collected from consumers and advertisers on its network in a Q3 Local Insights Report.
The report contains findings drawn from its online, mobile and IPTV properties. The YP Local Ad Network represents “573 million searches and 10 billion impressions.”
The following are the top 10 overall local search categories:
- Financial Services
- Beauty Services
- Auto Repair and Services
- Real estate
- Physicians & Surgeons
- Auto Parts
- Building contractors
- Legal Services
- Materials, equipment & Supplies
Restaurants has been at the top of YP’s list, as well as other local search providers, for many many quarters. However the top advertiser categories are somewhat more fluid.
YP generally echoed other data sources in showing the pattern of click-through rates (CTRs) for mobile ads on different platforms. Apple devices saw 47 percent higher CTRs than in-app ads on Android devices. CTRs on iPads were about 9 percent higher than on the iPhone as well.
Another interesting piece of information in the report tracks CTR by proximity. The greatest CTRs (engagement “sweet spot”) happened on mobile display ads for businesses that were between 1 and 2 miles from the user. Otherwise performance was within a narrow range of variation until outside of a 10-mile radius, where it declined.
There are more findings and data than what I’ve discussed above. If you’d like a copy of the full report you can download it here.