Yelp launches new platform: Yelp Audiences
KitchenAid’s campaign saw 5X higher brand lift using the new platform.
Yelp, the popular local business discovery platform has launched Yelp Audiences to connect national and regional advertisers with consumers based on Yelp search activity. This creates the opportunity to target high intent Yelp users outside the Yelp platform and at any stage in the purchase cycle.
By working directly with advertisers, Yelp reduces the need for them to purchase consumer data from third-parties. Yelp Audiences also protects user privacy by not sharing personally identifying information with advertisers. Yelp partners with DSPs to target ads based on Yelp searches.
Ads are delivered across channels, including websites, mobile apps, and video streaming through CTV.
KitchenAid previously partnered with Yelp by using Yelp Audiences to promote women-owned restaurants. A study by Kantar, a third-party measurement company, found that respondents who saw KitchenAid’s Yelp Audiences ads showed a 12 point lift in the perception that “KitchenAid is made for people who love to cook,” a 5X higher lift compared to the industry benchmark for brand attributes.
Why we care. Yelp has long served local businesses. This is part of its ongoing pivot to serve national and regional businesses at the local level. And of course, Yelp is yet another company that happily finds itself sitting on an awful lot of logged-in first-party data, not unlike, say, Facebook.
The post Yelp launches new platform: Yelp Audiences appeared first on MarTech.
About The Author
Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.
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