YPG's mobile applications continue to earn positive industry recognition. The Company was awarded "Best in Digital Advertising" at the 2012 Digi Awards for a mobile contest which promoted the deals feature on the YellowPages.ca mobile application. The award marks the second Digi Award for YPG, having won "Best in Mobile" at last year's event for the location-based services of the YellowPages.ca mobile application.
In an effort to further enhance its mobile offering to advertisers, the Company launched two new mobile products during the fourth quarter of 2012: Mobile Sponsored Placement Prestige and Mobile Placement Leader. Mobile Sponsored Placement Prestige secures maximum, exclusive visibility for business listings by offering larger displays and ensuring listings appear in the top spot of mobile search results. Mobile Placement Leader also promotes enhanced visibility by positioning business listings within a search's top five results.
Proving Advertiser Value through an Enhanced User Experience
To promote increased traffic across its network of properties and provide valuable business leads to Canadian advertisers, YPG continues to invest in the online user experience. YPG's network of sites currently reaches 9 million unduplicated unique visitors, representing 32% of Canada's online population.
During 2012, the Company improved the search engine optimization of YellowPages.ca to ensure increased indexation on search engines. YPG also launched a redesigned Canpages.ca website based on the concept of "Life Around Me." The website proposes a new user experience, focusing on the user's geographic location and life needs within the context of a local search.
The Company's mobile applications also continue to grow in popularity, with total downloads having exceeded 5 million by year-end 2012. This compares to 3.7 million downloads at the same period last year.
In 2012, the YP.ca application was fully redesigned to include more user relevant content, including quick access to relevant groupings of business listings and neighborhood deals pertaining to the user's search category. The YP.ca application continues to rank high among productivity applications, and was selected as one of Apple's "Best of 2012".
The ShopWise mobile application was also enhanced in 2012 to include improved content and functionalities. Innovations included the integration of a product catalogue featuring more than seven million items, and a list of 600 local and national retailers. The product and merchant data stemmed from a partnership with Shoptoit, whereby the Shoptoit platform was fully integrated into the ShopWise application. Shoptoit is currently one of the leading shopping search engines in Canada.
Since its initial launch in late 2010, YellowAPI.com has embodied YPG's digital leadership and gained industry recognition, having enrolled over 2,500 application developers. These developers generate visibility to Canadian advertisers by powering their mobile applications with valuable content from YPG's database of 1.5 million business listings.
In the fourth quarter of 2012, YPG and Yahoo! Canada announced they had expanded their six-year partnership to provide Yahoo! Canada users with an enhanced local search experience. Through YPG's YellowAPI technology and database of business listings, Yahoo! Canada users now have access to local business information based on their point of location. Partnering with Yahoo! Canada enables YPG to significantly extend its advertisers' reach on a platform outside its network of properties.
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