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The new YellowPages.ca

April 2006

Presented to …

Presented by …

The New YP.ca Platform 2

Welcome

Background to the new site

Demonstration

A closer look at what’s new

A review of what stays the same

What it all means

Promotion

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85%

60%

73%

57%

0%

20%

40%

60%

80%

100%

% Internet Users Search Penetration

Canada

US

Internet/Search Usage

Source: e-marketer 2005

Canadians are active online searchers

• In April 2005, Canadians searched 575M times for an average of 40 searches per user, compared to only 35 in the US

• Canadian internet penetration is on par to the US, but Canadians search more often

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Canadian businesses are online

• Canadian online advertising revenues have grown at a rate of 44%

• 65% of Canadian businesses are either online, or will be within the next 12 months*

Online Advertising Revenues(Millions CDN $)

0

100

200

300

400

500

600

2002 2003 2004 2005E

176237

364

519

Source: IABC 2005

*Source: Advanis, 2006

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.

Unique Visitors without duplication i.e. on YP.ca or SP.ca

Source: ComScore Media Metrix, January 2006

Combined Reach

Yellow Pages Group network reach: 7.0 million Unique Visitors

35 %

31.1%

23.6%

33.3%

49.9%

30.2%

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One of the top sites in Canada

Yellow Pages Group network ranks 6th in Canada for Unique Visitors

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Focus group feedback on the existing YellowPages.ca

“You’ve got the Canadian perspective, more likely to have the local info”

“Can trust the information, just like the print directory”

X“You have to know where you’re going or else you won’t be going anywhere.”

X “It only works for simple searches”

X“It’s too chaotic … it’s not orderly enough.”

X“It lacks flexibility … it’s not user friendly.”

Source: Maggy Faddoul Communication Inc.

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Search engines have defined the way we search

• Keyword search is the norm – “one box concept”

• Simple, lightweight, uncluttered interface

• Unstructured search

• Immediate results

• Great relevancy

• Depth of content (one-stop shop for all Web content)

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Unstructured search

Structured search

Unstructured results

Structured results

WHAT USERS WANT

The new YellowPages.ca will deliver improved user experience

The New YP.ca Platform 10

Demonstration

Link to flash demo

www.newyp.yellowpages.ca

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Focus group feedback on the new YellowPages.ca

“I’ll be getting a more rounded search… They’ve got a lot of stuff there.”

“There’s a lot of information and it seems helpful … it’s cool, easy to use, simpler, more relevant now.”

“Speed, convenience, everything is one click … it’s really improved.”

“I never knew it was so cool looking. I like the idea that I can type anything.”

“It’s pretty slick. I like the layout … it’s definitely less cluttered. I like that they give you options to search in different sections.”

Source: Maggy Faddoul Communication Inc.

The New YP.ca Platform 12

A Closer Look at What’s New

Clean new look

Keyword search

Refined search

Merchant pages

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A clean new look – home page

• Simple, lightweight, uncluttered interface

• What (key word) &

Where (location) i.e. phone number, postal codes and landmarks

• “Did you mean” function to help the user with searches

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A clean new look – results page

• No intermediary page

• Logos now appear aligned

on the left

• Icons have been replaced with text links

• Relevant keywords are highlighted

• More information on the first page, up to 60 listings

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A clean new look – results page 1

5 NPP/PPP

25 LPP

30 Local Listings

Up to 5 NPP/PPP listings

And up to 5 more NPP/PPP logos

rotating in the skyscraper

Up to 25 LPP listings

And up to 25 more LPP logos

rotating in the skyscraper

And up to 30 local listings ranked by DirectoryPlus, URL link, and

basic listings

Up to 60 results

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Keyword search

A Keyword search is when a user enters a word or words in the main search box of the site rather than searching by heading

For Example: A search for Sushi in Vancouver

Sushi Vancouver

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Relationship between keywords, headings and directories

• A keyword within an ad is not enough

• Keywords are filtered through headings and directories

Headings and directories remain the backbone of the site

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Relationship between keywords, headings and directories

• Keyword search may yield results combining up to 5 relevant headings

• A heading is relevant if it provides 20% of click through or more

• Positioning is determined by ranking products, and the relevance of the keywords

• New YellowPages.ca will learn over time

• Users can now search by their chosen geographical area e.g. Toronto. Results will combine Toronto directories

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Keyword search… refined

After performing a keyword search users can further refine their search by:

• Brand

• Product / Service

• Hours of operation

• Payment options

• Cuisine type

• Proximity

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Keyword search

What is searchable?

• DirectoryPlus ad content

• Paid URL links enable advertisers’ websites

• Publicly available URL links will provide additional results

Display adMenu

Web site

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Keyword search content sources

Digitized DirectoryPlus AdsDigitized DirectoryPlus Ads

Paid URL’sPaid URL’s

Publicly available URL’s*Publicly available URL’s*

*Not all publicly available URL’s will be available at launch.

Content Sources

Direct Search/ Search Expansion

• Directory • Heading• Business Name• City • Postal code• Telephone number• Proximity

• Payment options• Landmark • Brand• Cuisine type • Product• Hours of operation

• Directory • Heading• Business Name• City • Postal code• Telephone number• Proximity

• Payment options• Landmark • Brand• Cuisine type • Product• Hours of operation

New YP.ca Content

New

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Merchant page - top

• All links (except URL) lead to the Merchant page

• Merchant pages have been designed to optimize search engine searches

• Repository of all merchant content

• DirectoryPlus display ad

• Merchant profile

• Map

• Driving directions

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Merchant page - bottom

• Menu pages

• Online promotional offers e.g. Coupons, Flyers

• URL Links

• DirectoryPlus Informational ads

Also accessible through

Web Number!

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Web number

Web number, one more way for your customers to find you!

Merchant Page

The New YP.ca Platform 25

What stays the same …only better!

National & Provincial Priority Placement

Local Priority Placement

Local listings and DirectoryPlus

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The same… only better

Ranking structure will remain, results will continue to be presented in four groups:

• NPP/PPP

• LPP

• DirectoryPlus and other products

• Basic free listings

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National and Provincial Priority Placement

• Up to 5 listed, 5 additional in the skyscraper

• Rotation principle

• Unlimited advertisers

• National and provincial flavour

• Full colour company logo, linked to URL

• Up to 200 characters of text available (incl. spaces)

• Up to 3 headings, Dealer locator

• Free click to call feature on local telephone number

Website is now keyword searchable!

Specs: LogoDimension: 140 x 70 pixels

Maximum Weight: 3.5kbFormat: .gif

Text allowed. However, no url, no phone #, must be different than D+ ad.

No animation.

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Local Priority Placement

• Up to 25 listed, 25 additional in the skyscraper

• Rotation principle

• Unlimited advertisers

• Local flavour

• Full colour company logo

• Linked to URL

• Free click to call feature on local telephone number

Website is now keyword searchable!

Specs: LogoDimension: 140 x 70 pixels

Maximum Weight: 3.5kbFormat: .gif

Text allowed. However no url, no phone #, must be different than D+ ad.

No animation.

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DirectoryPlus and other online products

DirectoryPlus replicates the content from the print directory

• Display Ads

• Informational ads

Positioning is determined by ranking points and products

• Type of ad (size & colour)

• URL Links

• Micro sites

• Promo links (coupons, flyers, menus)

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Basic free listings

• All remaining listings from the print directory will be displayed

• Positioned in alpha order

The New YP.ca Platform 31

What it all means for users and advertisers

New features

New benefits

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User benefits

Clean new look

• Easy to find information

• Visually appealing

• Information at your finger tips

Keyword search

• Relevant results every time

• Information can be refined

• Broader base of information

Merchant page

• Merchant profile

• Offers & Menus

• Maps

Ease of use Ease of use

+ Relevant results Relevant results

+ Rich content Rich content

= Increased

Usage

Increased Usage

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Advertiser benefits

Clean new look

• Expected further increase in traffic

• More opportunity to be seen

• More opportunity to stand out

Keyword search

• Easier for customers to find you

• Ability to target your business

• Increased return from your website

Merchant page

• One page to find everything

• Search engine optimized

• Web number

Increased Value

Increased Value

Increased opportunity Increased opportunity

+ Increased competitive

advantage

Increased competitive advantage

+ Expanded reach Expanded reach

=

The New YP.ca Platform 34

Promotion

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What are we doing to promote the new YellowPages.ca?

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Continuing to promote…

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Continuing to promote…

1. We continue to spend significantly online: e.g.

Debacles of doing it yourself videos

- Full motion, rich media

2. As well as other offline media: e.g. TV, Radio

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Our Online Partners

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The new YellowPages.ca

Thank you