Transport for London begins online sponsorship trial - 13 May 2008
Transport for London will today begin a three month trial that will see limited sponsorship on its website, www.tfl.gov.uk for the first time.The trial is believed to be a first on a public sector organisation’s website and will see Yell.com content placed on high-traffic, relevant pages of the TfL website through Yell.com netReach, Yell’s new ad syndication product. Yell.com netReach will deliver geographically relevant Yell.com content onto TfL’s website.
A second phase of the online sponsorship deal will see an interactive Yell.com banner, with in-built search functionality, introduced onto TfL’s homepage.
The decision to deliver content from Yell is part of a wider partnership with the international directories publisher, which started with the inclusion of Transport for London content within Yellow Pages directories in 2005.
Giles Bailey, TfL’s Head of Group Marketing Strategy and Integration, said:
“The trial sponsorship partnership between Transport for London and Yell.com is a good fit for both parties and will add useful functionality for our passengers.
“There are over 7 million visits to www.tfl.gov.uk every month, and this trial will help us appraise the potential revenue generation opportunities for TfL as we consider online sponsorship offerings. This is revenue that will be ploughed back into improvements to the capital’s transport system”.
Ian Bowen-Morris, Head of Advertising Syndication at Yell.com, said: “We are delighted to deepen our partnership with Transport for London, and are confident that Yell.com netReach will provide TfL’s website visitors with relevant, trusted content which will be extremely useful to them.
“As well as the forthcoming interactive banners, we have also added links to TfL’s Journey Planner on Yell.com’s London location pages. In the future we hope to collaborate more closely to integrate functionality between the sites, adding value to both sets of website visitors.”
Transport for London will analyse the commercial viability of continuing to allow online sponsorship, as well as customer reaction, before taking the option further.
For further information about this press release, please contact the Yell Press Office.
Notes to Editors:
- Transport for London (TfL) is one of the world's largest transport authorities providing transport and services for more than 10 million people across the Capital every day.
- Among the areas managed by TfL are London Underground, which carried a record 1.1 billion journeys last year, and the London bus network which carried 1.9 billion passengers last year, up 45% since 2000.
- The Transport for London website allows Londoners to get up to the minute specifically tailored journey information simply and swiftly, as well as top up their Oyster card or pay the London Congestion Charge.
- TfL has received a prestigious Webby People's Voice Award for the best Government website on 6th May, after people around the world voted for their favourite websites.
Yell.com netReach
Yell.com netReach delivers geographically and contextually relevant Yell.com advertising results onto third party websites, and offers a level of control not available from generalist search engines. In addition, Yell.com netReach’s network partners can choose which business classifications appear on their websites, eliminating competitive issues. Yell.com’s trusted content combined with sophisticated filtering techniques ensures that inappropriate adverts should never be served to partner websites. Ad syndication programmes also provide a valuable revenue stream, and Yell.com netReach remunerates partners on a pay per-click basis. Partner websites to date include the Manchester Evening News network, Telegraph.co.uk, Primelocation.com and many more.
Yell.com
Launched in 1996, Yell.com is a leading local search engine and a major online advertising medium for UK companies. Yell.com provides users with a direct route to finding a business, shop or service online using keyword, type of business, or company name and location as search criteria. Users can review relevant search results and quickly determine the right business for their needs.
Yell.com’s database of more than two million UK business listings including 207,000 searchable advertisers (December 2007) can be accessed via the web site www.yell.com or on mobile phones. In January 2007, Yell.com launched two free mobile services, application and browser based, making its business listings, maps and directions available to all mobile internet users.
Yell.com is part of Yell,a leading international directories business operating in classified advertising markets in the UK, US, Spain and Latin America through printed, online and telephone-based media. Yell’s principal brands include: in the UK, Yellow Pages, Yell.com and Yellow Pages 118 24 7; in the US, Yellow Book and Yellowbook.com; and in Spain, Paginas Amarillas and PaginasAmarillas.es. All these brands are trademarks.
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