The local search space is heating up, and now one player is moving the fight to TV. Idearc Media, the owner of the Superpages online yellow pages business that spun-off from Verizon in the fall, is beginning a TV campaign to introduce the new brand to consumers and advertisers.
The 10-week run will include buys on more than 15 national cable networks, including ESPN, CNN, Fox News and HGTV. The ads will attempt to tie together the Idearc brand with the print version of the Verizon Yellow Pages and establish Superpages.com as the online yellow pages site of record in the eyes of consumers. At the same time, the ads are an attempt to entice advertisers to spend their ad budget with Idearc.
The ads can be seen on Idearc's site.