AT&T positions itself in the search market with Yellow Pages’ ‘Click Less. Live More’ campaign

AAT&T is trying to position itself as the company that understands the intent of local searches with a rebranding of the Yellow Pages (now simply YP), and marketers may want to take advantage of the business directory to catch consumers' clicks. AT&T Interactive, a subsidiary of the communications firm, has announced a new campaign for YP.com to emphasize that it can provide a "better local search experience" through engaging the emotional side of searches.

The "Click Less. Live More" campaign will be featured on television, in print and on the web, with each ad telling the story behind an individual search. For instance, one ad featured on YouTube tells the story of one young nurse and aspiring musician in Santa Monica who found a great guitar shop through YP.com when she needed a new string for her instrument. She claims she frequents the shop, and reveals at the end of the clip that her music serves as the soundtrack for the ad.

Erick Soderstrom, vice president of AT&T brand management and advertising, says the goal of "Click Less. Live More" is to show consumers and prospective advertising partners that, "the YP brand isn't just an everyday utility, but something that encourages users to spend more time discovering and doing the things they love."

The company claims millions of consumers are already conducting local searches through YP.com, both via desktops and mobile devices. Brafton reported earlier this year that the Yellow Pages Association found mobile local searches were on the rise, and online business directories saw 14 percent annual increases in visits in 2010.

AT&T Interactive hopes the rising prominence of YP.com will bring in more advertisers who want to take advantage of the company's ability to connect users with listings that match their search intent. The company claims premium listings, performance-based ads and search engine marketing opportunities it provides will help brands catch clicks from local consumers.

This may be of interest to marketers as a Compete survey shows that consumers not only check out directory listings, but often act on what they find. One in three smartphone users visit local businesses they discover via their mobile devices.