Yellow Pages Group has partnered with Multiplied Media Corp.'s Poynt to provide the company with local search content and in-application advertising.

Per the deal, Yellow Pages will provide Canadian business content to the Poynt mobile local search application for BlackBerry, iPhone, Android and Windows Phone 7 devices.

?We?ve been working with Yellow Pages for four years now and this is the culmination of that effort,? said Andrew Osis, CEO of Poynt, Calgary, Canada. ?It?s a very exciting deal.

?Really, it?s a deepening of the existing relationship,? he said. ?Yellow Pages is also trying to get into other areas of mobile and electronic commerce for our user base.

?They?re looking for more users that they can monetize.?

Yellow Pages Group is a Canadian media and marketing services company. The company serves approximately 370,000 local businesses through its nationwide sales force of more than 1,200 media consultants.

Poynt develops and operates mobile applications that enhance consumers' ability to connect with the people and businesses most important to them.

Company partners
The partnership provides the Poynt application with mobile banner advertising through Mediative, a recently launched division of Yellow Pages Group.

Both companies signed a five-year agreement, which includes an annual licensing fee and uses Yellow Pages? public API to grant the Poynt application access to about 1.5 million listings it currently holds.

?We?ve been operating for several years now," Mr. Osis said. ?This agreement is all the devices that we operate on.

"We?ll be adding more devices in the next quarter,? he said. ?Because we?ve been working with them for such a long time, this is been an anticipated even."

Mr. Osis said that the companies have a lot in store in 2011.

?What we?re seeing is that mobile advertising has really picked up,? Mr. Osis said. ?There are a lot more companies allocating money to mobile.

?Users are becoming more familiar and adept to using apps,? he said. ?Smartphone growth is speeding up.

?2011 looks to be the first year of growth and usage and revenues and overall connectiveness of users and merchants.?