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AT&T Interactive Announces Video Profiles and Pay Per Call Ads on YPmobile App for iPhone and iPod Touch


Updated Version Available in App Store; Delivers Valuable Business Content to Mobile Consumers

Glendale, California, AT&T Interactive today announced that an updated version of its popular YELLOWPAGES.COM iPhone app - YPmobile - is available on the App Store. The latest version of YPmobile builds on an integrated mobile search experience focused on discovering, planning and sharing local businesses and events, while increasing the opportunity for consumers to discover relevant advertisers through new features such as Video Profiles and Pay Per Call® ads.

“Our YPmobile App for iPhone and iPod touch continues to evolve as the flagship in our mobile local search line up. Enhancing usability and extending our online video ads and Pay Per Call® distribution creates more advertiser value in a way that is not obtrusive and delivers valuable content for users,” said Matt Crowley, chief marketing officer, AT&T Interactive. “Our Pay Per Call® advertising is a natural fit for the mobile search experience and appeals to the millions of businesses who want to drive phone calls across all types of media. It all comes together as part of AT&T Interactive’s ongoing mission to make discovery and connection, between consumers and the businesses they need, even easier when mobile.”

In addition to search and usability enhancements, updated features include:

* Tuning in to Video Profiles: Business video profiles found across tens of thousands of category and local geography combinations on YELLOWPAGES.COM and on the YELLOWPAGES.COM YouTube™ Channel are now easily accessible from the YPmobile App, giving advertisers another way to interact with consumers while on the go. According to Nielsen, 37 percent of iPhone owners watch video on their phone and are six times as likely to view video compared to the typical wireless subscriberi.
* Pay Per Call Ads: AT&T Interactive’s Pay Per Call® advertisers now have the opportunity to be featured with their ads displayed at the top of relevant business search results on the YPmobile App. While YELLOWPAGES.COM subscription advertisers already have the opportunity to be distributed across AT&T Interactive’s mobile applications, adding featured placement for Pay Per Call® advertisers leverages a unique opportunity to monetize the mobile local channel and offer businesses a cost-effective way to connect with mobile consumers.

Mobile access to video profiles adds significantly to the convenience of the YPmobile App and offers users the opportunity to easily explore businesses and events around them. The App’s Browse tab makes it easy to find local businesses within categories such as Restaurants, Banks and Coffee – as well as identify the nearest location of well-known brands. These businesses and services, such as AT&T Wi-Fi Hotspots, are easily accessed with a simple tap on their icon - offering directions and other need-to-know information. In addition, the App’s unique Events tab continues to offer users a convenient way to find local events. Once a Plan has been created, users can easily Share with friends – and get on the road with integrated maps.

The YPmobile App is available for free from the App Store on iPhone and iPod touch or at

These new features and enhancements support further growth on the mobile platform and follow a 250 percent increase in searches across AT&T Interactive’s mobile local networkii. The aggressive focus on mobile has also led to a notable increase in overall reach. According to a study conducted by comScore, YELLOWPAGES.COM experienced an industry-leading increase in audience with the addition of mobile website activityiii in comparison to other leading search engines.

Users and advertisers can expect additional innovations that address consumers’ increasing mobile lifestyle and the opportunity for advertisers to connect with them when searching for something locally and on the go. To learn more about AT&T Interactive’s mobile offerings, visit

About AT&T Interactive
AT&T Interactive, a subsidiary of AT&T Inc, is an industry leader in creating local search products and services that empower consumers to find and connect with businesses across the devices and interactive platforms they use most - including online, mobile, and TV. Formed in 2005 and renamed in 2008, AT&T Interactive develops, manages and delivers all online and mobile advertising products for AT&T - including its flagship property The AT&T Interactive Network* is ranked the number 25 Web property in the US, reaching more than 31 million monthly unique visitors (comScore July 2009 Top Properties Ranking report).

*The unique visitor number for the AT&T Interactive Network includes unduplicated visitors for the following sites: YELLOWPAGES.COM,,, AnyWho,,

About AT&T
AT&T Inc. (NYSE:T) is a premier communications holding company. Its subsidiaries and affiliates – AT&T operating companies – are the providers of AT&T services in the United States and around the world. With a powerful array of network resources that includes the nation’s fastest 3G network, AT&T is a leading provider of wireless, Wi-Fi, high speed Internet and voice services. AT&T offers the best wireless coverage worldwide, offering the most wireless phones that work in the most countries. It also offers advanced TV services under the AT&T U-verseSM and AT&T | DIRECTVSM brands. The company’s suite of IP-based business communications services is one of the most advanced in the world. In domestic markets, AT&T’s Yellow Pages and YELLOWPAGES.COM organizations are known for their leadership in directory publishing and advertising sales. In 2009, AT&T again ranked No. 1 in the telecommunications industry on FORTUNE® magazine’s list of the World’s Most Admired Companies.

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