What's Happening?
Yelp has launched a new advertising initiative called Local Co-Branded Showcase Ads, aimed at enhancing the visibility of small business partners by featuring them alongside national brands. This ad unit allows brands to present their products and services to Yelp's high-intent audience through engaging photo or video ads during relevant searches. The initiative was piloted with Pepsi and Bilt, where Pepsi's 'Local Eats' campaign integrated seamlessly into Yelp searches, co-branded with local restaurant partners. Bilt's use of the ads resulted in over 300,000 restaurant visits in New York, with a notable increase in Yelp business page views for the featured restaurants.
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Why It's Important?
This development is significant as it provides a new avenue for national brands to support and promote small businesses, potentially increasing their visibility and customer engagement. For small businesses, this means greater exposure without additional costs, as the ads are funded by the national brands. The initiative aligns with Yelp's strategy to leverage its platform's high-intent audience, where a significant percentage of users make purchasing decisions shortly after discovering businesses on Yelp. This could lead to increased sales and customer loyalty for small businesses, while national brands benefit from enhanced community connections and brand image.
What's Next?
As Yelp rolls out Local Co-Branded Showcase Ads, more national brands are likely to participate, expanding the reach and impact of the initiative. This could lead to a broader adoption of co-branded advertising strategies across other platforms, further integrating small businesses into the marketing efforts of larger corporations. Yelp's continued innovation in ad products, such as Sponsored Collections and Seasonal Spotlight Ads, suggests a focus on creating diverse advertising solutions that cater to both large and small businesses.
