• by Laurie Sullivan  @lauriesullivan, June 2, 2016

YP announced an agreement Thursday that will give site visitors the ability to search and access Groupon's more than 450,000 active deals in North America.

Available on YP's site and the YP mobile app later this year, the addition of Groupon’s marketplace of deals on YP follows a series of enhancements to the YP consumer properties, including an integration with leading providers such as the Better Business Bureau (BBB), Uber, and Fandango, among others.

Each addition aims to make it easier for consumers to compare, choose, visit and transact with local businesses and services through the YP search experience.

YP has become a top resource for the individuals responsible for making household decisions sicj as selecting local services ranging from doctors to plumbers, electricians, and gardeners.

Local remains a major focus for advertisers, from national to regional. BIA/Kelsey estimates that local media spent will reach $172.2 billion by 2020, growing at a compounded annual growth rate of 4.2%.

The data from BIA/Kelsey, released Thursday, reveals the state of the overall local media marketplace in the U.S. as well as its future through the Local Ad Forecast 2016 -- covering the years 2015-2020. The firm expects growth drivers to be mobile and social advertising, continued strong political advertising in even-numbered years, and an overall growth in the U.S. economy.

Online and interactive will only take 17.3 billion or 12% market share -- but  by 2020, local online, interactive and digital advertising revenue will take $71.6 billion, representing 41.6% of total local media advertising revenue, up from 28% in 2015.

In addition to online, the forecast says four media will take the lion's share of revenue and market: Direct mail at $36.9 billion will take 25% share; local TV, $21.9 billion or 15% share; newspapers: $17.4 billion, 12% share; and radio, $15.4 billion or 11% share.