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AT&T's YP Ad Campaign Encourages Users to Live Locally

"Click Less, Live MoreSM" Brand Kicks Off National Advertising

Dallas, Texas, September 13, 2010 -- There's something bigger than just the words that are typed into a search box, which is captured in the YPSM brand experience. That's the philosophy behind the "Click Less. Live MoreSM" national ad campaign introducing the new YP brand and search experience across AT&T Interactive's flagship local search products - which include YP.comSM, the new YELLOWPAGES.COMSM, and YPmobile®. Starting this week, television viewers across the US will see the YP brand in action through a mix of commercials scheduled to air during popular sports and national cable TV programming.

The multimillion dollar campaign shines the spotlight on how the YP brand can help users to experience more, do more, and ultimately live more through a better local search experience. Inspirational advertisements across national TV, print, digital and local-market outdoor ads capture the evolved brand personality and position YP as a brand that understands the intent behind a local search. Each ad builds on that theme by sharing a person's story and real motivation behind their search. 

"This major brand campaign reflects how much the YP brand has evolved and how it continues to play a significant role in consumers' lives," said Erick Soderstrom, vice-president of AT&T Brand Management and Advertising. "The TV spots kicking off this week emphasize that the YP brand isn't just an everyday utility, but something that encourages users to spend more time discovering and doing the things they love." 

The search industry is increasingly taking notice of the opportunity to monetize the local channel and this ad campaign supports AT&T's long-term commitment to connecting consumers with advertisers across a variety of different media including online, mobile and TV. Evolved from the early popularity of YELLOWPAGES.COM, millions of consumers are already turning to YP applications to navigate their daily lives, whether it is on the new YP.com dynamic and image- based homepage or while on the go using YPmobile. Additionally, advertisers are relying on the YP brand to help increase their interactive presence in order to grow their business.

Created in collaboration with California -based Butler, Shine, Stern and Partners, the planned multi-year campaign is designed to support AT&T's Local Search and Advertising business.  Combined, AT&T's print, online and mobile products reach millions of consumers every year who are searching for local business information. 

*AT&T products and services are provided or offered by subsidiaries and affiliates of AT&T Inc. under the AT&T brand and not by AT&T Inc.

About AT&T Interactive
AT&T Interactive, a subsidiary of AT&T Inc, is an industry leader in creating local search products that encourage consumers to discover and engage with local businesses across three screens - online, mobile, and TV.  YP.com, AT&T Interactive's flagship web property, attracts over 30 million monthly online unique visitors [1]. YP.com is also accessed by millions of users each month via the mobile web. AT&T Interactive consumer apps have a pre-activation presence or have been downloaded through digital app stores on over 40 million mobile phones.[2]

AT&T Interactive's robust local ad network helps advertisers grow their business and distributes ads to a distinguished list of top publishers whose presence spans online, mobile and TV.  AT&T Interactive's wide range of local ad products such as premium listings, performance-based advertising, and search engine marketing provides advertisers an opportunity to increase their presence among consumers who are looking for a local business.

AT&T Interactive products are supported by over 5,000 media consultants from the AT&T Advertising Solutions organization and other select resellers. To learn more click here.

About AT&T
AT&T Inc. (NYSE:T) is a premier communications holding company. Its subsidiaries and affiliates - AT&T operating companies - are the providers of AT&T services in the United States and around the world. With a powerful array of network resources that includes the nation's fastest mobile broadband network, AT&T is a leading provider of wireless, Wi-Fi, high speed Internet and voice services. A leader in mobile broadband, AT&T also offers the best wireless coverage worldwide, offering the most wireless phones that work in the most countries. It also offers advanced TV services under the AT&T U-verse® and AT&T | DIRECTV brands. The company's suite of IP-based business communications services is one of the most advanced in the world. In domestic markets, AT&T Advertising Solutions and AT&T Interactive are known for their leadership in local search and advertising. In 2010, AT&T again ranked among the 50 Most Admired Companies by FORTUNE® magazine.

Additional information about AT&T Inc. and the products and services provided by AT&T subsidiaries and affiliates is available at http://www.att.com. This AT&T news release and other announcements are available at http://www.att.com/newsroom and as part of an RSS feed at www.att.com/rss. Or follow our news on Twitter at @ATTNews. Find us on Facebook at www.Facebook.com/ATT to discover more about our consumer and wireless services or at www.Facebook.com/ATTSmallBiz to discover more about our small business services.

© 2010 AT&T Intellectual Property. All rights reserved. Mobile broadband not available in all areas. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.

[1]Source: AT&T Interactive internal data, 2010 YTD average through July

[2]Source: AT&T Mobility and AT&T Interactive internal data



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