LoMo Network xAd Grabs Yodle, 15 Miles Execs, Begins Direct Sales Push

Local-mobile advertising network, xAD, which had been an aggregator of yellow pages and other third party local search ads to mobile publishers, announced the hiring of three executives and a new direct sales effort — partly aimed at SMBs. Here are the new hires:

  • Ron Merritt will be senior vice president of sales (from Yodle)
  • Monica Ho will be vice president of marketing (from 15 Miles, now defunct)
  • Dan Hight will be vice president of business development (from SuperMedia)

The company is moving into direct sales aimed at both national-local advertisers and SMBs.

The company also announced that “it has increased its traffic across its network of top mobile local search sites and applications by more than 550 percent, when comparing traffic levels from the first five months of 2010 to 2011.”

Monica Ho told me that early direct sales efforts to SMBs have been surprisingly successful. She said, “Early results of our local SMB packages have been extremely promising. To date we are exceeding goal by over 400%.” One question is whether the new direct sales effort makes any of xADs partners nervous — although everyone now lives in a world of “coopetition.”

Ho also told me that the company does everything for the SMB, including landing page/site development and ad creative. The company doesn’t emphasize that it’s mobile marketing, which is perhaps scary or remote to some SMBs. Rather she said xAD present the network as simply another source of valuable leads/calls to local businesses.

xAD began as a purely local search network but has recently expanded its offering to include display as well.

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One Response to “LoMo Network xAd Grabs Yodle, 15 Miles Execs, Begins Direct Sales Push”

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