Yellow Pages Group launches digital advertising subsidiary
Montreal-based Yellow Pages Group has launched a new subsidiary called Mediative that will specialize in digital advertising and marketing for national agencies and advertisers. Mediative is divided into two units: YPG Ad Network and Mediative Performance. YPG Ad Network offers digital advertising through the company's collection of online properties, which includes AutoTrader.ca, RedFlagDeals.com and YellowPages.ca. Mediative Performance offers services including search engine optimization, social media marketing and location-based marketing. Yellow Pages Group has also acquired search engine marketing company Enquiro, retail advertising firm Ad Splash Media and online advertising representation company Uptrend Media. These companies will be combined into the operations of Mediative. The total purchase price for these acquisitions is approximately $60 million. Yellow Pages Group has also entered into an exclusive licensing agreement with Acquisio which will allow Mediative to provide to its customers access to the company's search, social and display advertising platform in Canada. Yellow Pages Group has owned 24% of Acquisio since 2009. "As Canada's largest advertisers seek innovative ways to promote their products and services locally and nationally, their needs are evolving and therefore so are we," said Marc Tellier, president and CEO of Yellow Pages Group. "Through Mediative, we are well positioned to offer unique digital marketing solutions and expertise to national agencies and advertisers. Mediative is the next step in YPG's digital growth strategy. We now have the products and team to serve advertisers looking for robust and cost-effective digital marketing solutions."