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Yelp's new ad types aim to connect national advertisers with local users





Yelp is launching two new ad units that will appear on its iOS app homepage, the company announced on Tuesday. Sponsored Collections can allow brands to promote local businesses that may be selling or distributing their products, and Seasonal Spotlight Ads are designed to drive in-store traffic. Shop for brands in multiple locations by highlighting seasonal offers, promotions, and new products.


Why do we care. Sponsored Collections provide brands that would normally not be able to advertise on Yelp in a possible way to reach users. For example, brands like Impossible Foods can use Sponsored Collections to advertise restaurants serving plant-based products.


Seasonal spotlight ads can also provide advertisers with another opportunity to receive seasonal offers and promotions for potential customers, which can help encourage store visits. .


Advertisers should be aware that they are not yet able to reach users on Yelp's Android apps as these ads are currently only visible on the iOS version.



Sponsored Collections. This feature allows brands, with or without a physical storefront, to highlight local businesses based on a common theme. For example, Kraft Heinz Company has partnered with Yelp to introduce local restaurants capable of selling Heinz Ketchup products.



Collections are sponsored as they appear on the iOS app home page (left) and how they look when the user taps Collections (right). Image: Yelp.


This ad unit will also appear on Android, although Yelp has not given a specific schedule.


Seasonal spotlight ads. This ad type is designed to drive in-store traffic for brands in multiple locations while also informing potential customers about the brand's products, promotions, and seasonal offers. brand. A seasonal spotlight ad is a series of posts from brands with details about the brand's seasonal campaigns.



Seasonal spotlight ads. Image: Yelp.


These ads are available to brands with multi-location on the Yelp mobile app and must be accompanied by another Yelp ad campaign (on-platform with Yelp Ads or off-platform with Yelp Ads). Yelp object ).







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Diệp Quân
Nguyen Manh Cuong is the author and founder of the vmwareplayerfree blog. With over 14 years of experience in Online Marketing, he now runs a number of successful websites, and occasionally shares his experience & knowledge on this blog.
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