The joint effort between the two giant Australian online companies involves Acxiom working on behalf of both companies using marketing collateral co-branded with Yahoo! ANZ and ninemsn, which contains copy and a form soliciting Australian businesses to update their information for a free listing on the sites. Businesses are also offered the option of spending money to gain a more prominent listing.
The form states: "Yahoo! Australian & NZ and ninemsn are working with Acxiom on updating business data.The aim is to list every Australian business on their websites. Your business and all your branches and franchises will be listed. Our task is to ensure that all your information is listed and categorised correctly on both sites."
Apparently, a joint venture between Yahoo! ANZ and ninemsn in Australia had been rumoured but the Acxiom campaign appears to have confirmed the rumour as fact. With an up to date directory of local businesses on two of the most popular sites in Australia, the implications for Sensis' online Yellow Pages and White Pages directories could be dramatic. However, Sensis is pushing ahead with its own plans for next generation online directories in the mobile space. More on this tomorrow.