Restaurants led all categories in local online searches again in Q2 2012 on the YP Local Ad Network, per a September 2012 [download page] report from YP. Following were financial services and beauty services, with auto repair and services and real estate rounding out the top 5. These were the same top 5 categories as in Q1, though with some ranking shifts. Pool and spa services was the fastest-growing category for the quarter (+86%), followed by boats and boating (+80%). Also posting rapid growth in Q2 were outdoor recreation (+76%), home and garden (+59%), and book stores (+47%).
Outdoor recreation (+106%) was the fastest-growing mobile search category, ahead of landscape and lawn services (+100%) and home and garden (+90%).
Data from the YP report indicates that mobile search users tend to become more engaged with ads the closer they are to a business. Aggregating data from more than 1.5 billion monthly geo-targeted banner ad impressions, the report finds that the CTR of a mobile ad was 1.4 times higher when the user was located within 1-2 miles of the business than when the user was located more than 10 miles away. Mobile ad CTR was also higher when users were located within: less than a mile of the business (1.4x); 2-5 miles of the business (1.26x); and 5-10 miles of the business (1.05x); when compared to users located more than 10 miles away.
Building contractors topped the list of local advertiser categories based on advertising spend, followed by legal services, dentists, physicians and surgeons, and auto repair and service. Notably, auto repair and service was the only category from the top 5 spenders list to also appear on the top 5 most-searched list.
In terms of quarter-over-quarter spending growth, mental health services (+38%), antiques (+31%), and hardware stores (+24%) posted the largest increases.
About the Data: The YP report is based on internal data from 573 million searches and 10 billion impressions in Q2 2012 across the YP Local Ad Network’s 300+ online, mobile IPTV and directory assistance publishers.
Topics: Automotive, Connected Device Comparisons, Financial Services, Food & Restaurants, Local & Directories / Small Biz, Mobile Phone, Online, Online & Mobile, Paid Search, Radio, Retail & E-Commerce
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