Yellow Pages’ web portal Yell.com has signed a deal with online
sales house Flycast Communications to help smaller businesses reach
consumers through the internet.
Further initiatives will include a search engine and a Yell-branded
Flycast will place banners on its network of sites. These will drive
traffic to businesses on the Yell site, helping them reach more
consumers and boost e-commerce sales.
Peter Nicas, Flycast’s executive vice-president of strategy and business
development, said: ’The combination of Flycast and Yellow Pages makes it
efficient and cost-effective for small businesses to leverage the
marketing potential of the net.’
The search engine and the e-commerce service, which should be up and
running by the end of the year, continue the initiatives started by
Yell’s ISP Yellownet. It allows advertisers to access ratecard and other
information by entering a password.
US-based Flycast opened offices in London, Stockholm and Hamburg last
year. It provides clients with direct response advertising on a network
of 1,000 websites.
Ads are initially run across a wide selection of sites, which is then
narrowed down on the basis of best response.