There are several reports that provide clarity on the return on investment for yellow pages and Internet Yellow Pages (IYP) advertising. According to the reports, the typical yellow page advertiser receives $12 of revenue and $4 of profit on every dollar invested into a display ad. For every dollar spent on IYP advertising, businesses receive $25 in revenue and $9 profit.*
The research shows while IYP ads have a higher ROI, advertisers receive more calls from print display ads. Of note, usage of the print product is still around 12 billion references per year while IYP usage is close to 5 billion references per year. IYP usage is growing at double digits while print usage is holding steady or dropping slightly.
The bottom line is while the research shows an incredible value in both yellow pages and IYP advertising we have processes in place—call tracking for example—to prove the ROI.