30 Words to Know
-
Upload
plunkettdanielle -
Category
Documents
-
view
75 -
download
1
Transcript of 30 Words to Know
YP Proprietary Information – To be Used Only Pursuant to Written Agreement and/or Consent. ©2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
EMT Roll Out to Digital RegionAugust 18, 2014
YP Proprietary Information – To be Used Only Pursuant to Written Agreement and/or Consent. ©2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Overview
Mobile Display ad units are powerful targeted ads that appears on consumers phones and devices…wherever they are on the web
When clicked on, they open up to an ad, offer or site from the advertiser
It’s important: Mobile display is used by advertisers looking to expand their reach and awareness at important times for their business
YP acquired Sense Networks: Powerful web-wide targeting technology now offered to advertisers
How it works• Targeted: Work with advertiser to learn who they
want to reach, i.e “Women 30-44 likely to buy back to school clothing for kids”
• Campaigns: Sell and run a 1-6 month campaign• Ubiquitous: Technology finds and reaches the
right consumers for our advertisers• Delivery: We deliver clicks, visits, users
For Advertisers: Powerful tool to build awareness, be more competitive and in sync with consumer
For YP: Leading product to enhance current customer relationships and creating new opportunities in high spending categories
To Do: Sell campaigns between $5,000 and $100,000
Enhanced Mobile Targeted Display Key Points
YP Proprietary Information – To be Used Only Pursuant to Written Agreement and/or Consent. ©2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
OverviewThe Story How mobile display fits YP’s offering
1. YP now sells highly targeted search and display advertising to our customers, across all devices. Advertisers can use YP to reach consumers, “any way and any time consumers connect”
2. Mobile: Already a leader in mobile search, we now have mobile display ad campaigns available for advertisers. “The phone is already in their hands…”
3. Display advertising: Reaches consumers “further up” in the purchase funnel to build awareness. Examples: “It’s Boston Celtics Season again, run a mobile ad campaign for a month to remind fans,” or “Aitoro is the leading appliance store in the area, it’s hot out, cool off with our air conditioners”
It’s good for current customers, it expands our advertiser and market potential
If a consumer knows your business and your name: Websites/GOGF
If a consumer doesn’t know your business but is in the market and searching: YP Search, best of YP and the web
If you want to broaden your reach and awareness of your business: Mobile Display
YP Proprietary Information – To be Used Only Pursuant to Written Agreement and/or Consent. ©2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
The Pitch
Page 4
©2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Target people,not just placesYP Enhanced Mobile Targeting
©2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Your customers are increasingly mobile
2011 2012 2013
print mobile
8% 8%6%7%
10% 12%
the averagecustomer spends2X as much timein mobile as print.
percent of time spent in media
©2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Enhanced Mobile Targeting is aboutreaching people, not just places
Behavioral profiles can deliver a 3-4X lift in clicks over simple geo-targeting.
works:lives: shops:age:income:interests:
traditional location targeting
unknownunknownunknownunknownunknownunknown
works:lives: shops:age:income:interests:
mobile targeting from YP
Iowa City, IAIowa City, IAMcDonald’s, Wal-Mart25-2950-75K+Concerts
works:lives: shops:age:income:interests:
mobile targeting from YP
Midtown ManhattanGarden City, NJCostco, Macy’s35-44150K+Travels for business
©2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
YP is a leader in mobileand is investing to deliveramazing new products
320,000+
#3
top 40
2
in mobile ad revenues1
calls per day from the YP app
mobile website3
©2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Proprietary and partner data sources let youtarget in ways not previously possible
visits to
quick serverestaurants
autodealerships
Top 500location-based
retailers
shopping history atbig box retailers home/work
zip codes
gender
age
household
income
*Additional targeting on in-market shoppers coming in Q3
©2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Our Enhanced Mobile Targeted display product leverages new technologies to deliver new features
Cost effective ad delivery across massive ad network
real time bidding techniques on big ad exchanges
Pinpoint accuracy in delivering ads -shopping mall, ballpark, car dealership
GPS & Wi-Fi locationfrom customer’s phone
Cost effective ad delivery across massive ad network
proprietary & partnerdata collection on
customers
Ad campaign automaticallyoptimized for click through rates
machine learningtechnologies
©2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
25+ billion monthly impressionsacross 20,000+ mobile appsand websites including:
©2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Our new mobile display productlets you talk to your customerswhile they surf or use apps
banner ads
your ad here
interstitial ads
your ad here
©2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Pinpoint delivery by location,day of week, and time of day
target shopping centers, auto malls, stadiums, colleges, neighborhoods, key competitors - during specific days of the week and times of the day.
Sample mobile impressions around Stevens Creek Auto Mall - each dot is an average of 15 ad views.
pinpoint delivery
©2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
YP is offeringEnhanced Mobile Targeting to key local advertisers
CPM based pricing $8/CPM
Minimum contract size $5K minimum and $5K/month
For $5K, YP delivers 625K impressions over one month
pricing
first 20 customers receive custom mobilead and land page at no cost ($2,000 value)
special offer
Delivery and value proposition
We are selling ad impressions
Customers can expect clicks, etc.
YP Proprietary Information – To be Used Only Pursuant to Written Agreement and/or Consent. ©2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
“YP delivered extremely sophisticated, high impact audience targeting and mobile ad campaigns in key local markets.”
Kevin Vine, Senior Manager, Digital Marketing, Dunkin’ Brands
Contact your YP sales person or email [email protected] for more information
Targeting:• Providence, RI and
Bristol County, MA markets
• Select competitors’ historical customers
• Geo-fence of competitors’ locations
Results:
• 18% of all clicks Saved the Coupon to phone
• 26% of top competitor’s clicks Saved Coupon to Phone
Dunkin’ partnered with YP to run a hyper geo-targeted campaign that targeted competitors’ customers with tailored mobile coupons.
Results will vary dependent upon individual campaigns, categories and geographies. Past performance is no guarantee of future results. Under no circumstances may this data be used to project individual results, which will vary depending on factors like category and geography, as well as factors unique to each business and/or advertising campaign.
YP Proprietary Information – To be Used Only Pursuant to Written Agreement and/or Consent. ©2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Targeting through location- based behavioral profiles and scientific campaign optimization drove incremental store visits and 2x ROAS!
Targeting:• W21-45, HHI
$50k+• Customers of
several competitive brands
• DMAs: New York, Chicago, LA
Fashion Retailer
Results:• Average CTR: 1.0%• 8% of clicks visited
stores• Over 2,000 visitors to
stores• 2x ROAS
A national Fashion Retail brand targeted competitors’ shoppers to drive over 2,000 store visitors.
Contact your YP sales person or email [email protected] for more information
Results will vary dependent upon individual campaigns, categories and geographies. Past performance is no guarantee of future results. Under no circumstances may this data be used to project individual results, which will vary depending on factors like category and geography, as well as factors unique to each business and/or advertising campaign.
YP Proprietary Information – To be Used Only Pursuant to Written Agreement and/or Consent. ©2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Agent visits were measured using proprietary location-based Store Visit Measurement technology.
Targeting:• Age 25-49, HHI: $50k+• Mobile and Tablet
placements• Conquested several
competitive brands• States: NY, CA, TX• Flight: 3 months
Insurance Company
Results:• 0.74% CTR• 2.5% of clicks took
secondary action (email, map, call)
• 8-10% of clicks visited agents
• Over 34,000 visitors to agents
National Insurance company targeted competitors’ customers and specific demographics to drive over 34,000 agent visits.
Contact your YP sales person or email [email protected] for more information
Results will vary dependent upon individual campaigns, categories and geographies. Past performance is no guarantee of future results. Under no circumstances may this data be used to project individual results, which will vary depending on factors like category and geography, as well as factors unique to each business and/or advertising campaign.
Placement % Email % Mapped % Called
Tablet 65% 34% 2%
Mobile 8% 88% 4%
Secondary Actions by Placement
YP Proprietary Information – To be Used Only Pursuant to Written Agreement and/or Consent. ©2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
“This was not even an exercise in branding, but an exercise in sales,”
Melissa MacCaull
VP of Marketing, Piaggio Group America
“The campaign had the highest click-through rates of any other aspect of the program, including search and online display,”
Melissa MacCaull, VP of Marketing Piaggio Group America
Targeting:• Retargeted Vespa and
Moto Guzzi shoppers• Motorcycle enthusiasts• Demographics
(high HHI)
Mobile Measurement: Finding the Metrics that Really Matter
Results:• Banner CTR: 0.75%• Interstitial CTR: 2.33%• 4x lift over untargeted• 9% of clicks visited
the dealer
YP’s mobile display advertisingcampaign for Piaggio’s Vespa and Moto Guzzi brands generated break-away results
Contact your YP sales person or email [email protected] for more information
YP Proprietary Information – To be Used Only Pursuant to Written Agreement and/or Consent. ©2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
“Have a testing mentality - always”
Tim Kraus, Director of Digital Marketing, Quiznos
Targeting:• San Francisco, Madison,
Seattle test markets• Targeting competitors
customers (Subway, McDonald’s, Wendy’s)
• < 10 miles of location
Mobile Measurement: Finding the Metrics that Really Matter
Results:
• 6% lift in sales over national average
Quiznos never stops testing and has been working withYP since 2012 to continuously improve results.
Contact your YP sales person or email [email protected] for more information
YP Proprietary Information – To be Used Only Pursuant to Written Agreement and/or Consent. ©2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Health care company drove 1.2% click-thrus, exceeding industry standards and expectations.
Targeting:• Female A20-45• HH w/ Children• HHI $75k+• Geo: zip list provided
for each location
A Health Care Company
Results:• IO Delivered in full and
received 265k added value impressions (value $1,325!)
• Had the highest CTR from secondary actions--click to make appointment 1.2% CTR which is over industry average!
• Received 54 calls total with 28% of them over 30seconds.
A national health care company made customers aware of a new appointment-making feature with greater than expected click-through rates and immediate action.
Contact your YP sales person or email [email protected] for more information
Results will vary dependent upon individual campaigns, categories and geographies. Past performance is no guarantee of future results. Under no circumstances may this data be used to project individual results, which will vary depending on factors like category and geography, as well as factors unique to each business and/or advertising campaign.
YP Proprietary Information – To be Used Only Pursuant to Written Agreement and/or Consent. ©2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Optimizing the campaign increased click through rates in the first 3 weeks of the campaign which delivered in full.
Targeting:• Geo (LA (zips),
Riverside, San Diego, Dallas, Houston)
• Hispanic Audience • Mobile / Tablet Static
Placements
A Health Care Company
Results:• IO Delivered in full and
received 48k bonus impressions
• Gradual overall increase in CTR
• First 1-3 weeks of campaign observed learnings and optimized – CTR rose!
• CTR on average stayed in range of 0.8-1% each week by DMA!
YP delivered greater than expected results for a national health care company focusing on Hispanic market. By analyzing results, click through rates increased through optimization.
Results will vary dependent upon individual campaigns, categories and geographies. Past performance is no guarantee of future results. Under no circumstances may this data be used to project individual results, which will vary depending on factors like category and geography, as well as factors unique to each business and/or advertising campaign.
YP Proprietary Information – To be Used Only Pursuant to Written Agreement and/or Consent. ©2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Differentiators
Key Phrases/Differentiators
• YP can help you reach audiences: The ideal prospects for your business, your competitors customers, and more.
• YP now delivers targeted Search and Display advertising on all devices
• We are the leader in mobile, helping advertisers reach consumers any time, any place they connect
• We can now target people, not places. (Use an example, i.e I’m at NYU today, my kid is at NYU, we have different locations that create different profiles for us. You wouldn’t want to run the same ad to both of us)
• We can deliver audiences, using the entire web to find the right customer for you: We have access to over 150M users
• Our 150M Profiles driven by behavioral, demographic, lifestyle, shopping and location data – if you want to target high income people that are shopping for a particular brand or brands of cars when those people are in a certain location….then we can do it”.
• Mobile display is part of a suite of products designed to help you reach the right prospects and convert them to customers.
Page 22
YP Proprietary Information – To be Used Only Pursuant to Written Agreement and/or Consent. ©2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Interested Customer: What’s Next
Page 23
YP Proprietary Information – To be Used Only Pursuant to Written Agreement and/or Consent. ©2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Customer interested…Now What?
• Begin the CAMPAIGN BRIEF.• As simple as WHO/WHAT/WHEN/WHERE
• WHEN?• Is this campaign going to be around a holiday, a
certain event, or a particular time of year?
• WHO?• Who does the customer want to target?• Age/Race/Income/Education/Gender & Age?• Brand Shoppers• Some “general lifestyle” buckets
• WHERE?• DMA/Radius around Location/Zip Lists
• WHAT?• Do you have creative? Digital Assets? Logos?
Message?• We can create for you (
YP Proprietary Information – To be Used Only Pursuant to Written Agreement and/or Consent. ©2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Campaign Brief
Where/Geo Targeting
Who are we targeting / Audience Demographics
Web address or phone number/Click-thru URL or Click to Call Agent
Special Instructions (anything here about specifics from customers)
Start date and finish date
YP Proprietary Information – To be Used Only Pursuant to Written Agreement and/or Consent. ©2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Process High Level Overview
• Email fully completed campaign brief to [email protected]
• RFP returned to you in 3-5 business days
Page 26
YP Proprietary Information – To be Used Only Pursuant to Written Agreement and/or Consent. ©2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
RFP Example
Page 27
YP Proprietary Information – To be Used Only Pursuant to Written Agreement and/or Consent. ©2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
ADT Proposal
• Goal:• Drive quote requests and online quotes
• Campaign:• Mobile display targeted at:
• Nationwide• Ages 25-54• Customers of major DIY, home insurer and home
services brands
• Banners click through to landing page with promotional message to trip calculator
28
YP Proprietary Information – To be Used Only Pursuant to Written Agreement and/or Consent. ©2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Size of target audience – Competitors (DIY)
29
Target Profiled UsersImpressions per
Month (000)
Ace Hardware 655,284 55,699
Do it Best 51,883 4,410
Harbor Freight Tools 125,424 10,661
Lowe's Home Improvement 3,374,505 286,833
True Value 583,120 49,565
Home Depot 4,516,588 383,910
YP Proprietary Information – To be Used Only Pursuant to Written Agreement and/or Consent. ©2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Size of target audience – Competitors (Home Services)
30
BrandProfiled Users
Impressions per Month (000)
ADT 1,340,561 113,948
Sherwin Williams 655,768 55,740
ServiceMaster Clean 161,665 13,742
SERVPRO 199,183 16,931
Stanley Steemer 39,826 3,385
TruGreen 23,117 1,965
YP Proprietary Information – To be Used Only Pursuant to Written Agreement and/or Consent. ©2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Size of target audience – Competitors (Homeowner’s Insurance)
31
BrandProfiled Users
Impressions per Month (000)
Allstate Insurance 2,473,611 210,257
Farmers Insurance 1,191,895 101,311
Nationwide Insurance 710,138 60,362
American Family Insurance 519,694 44,174
American National Insurance 67,112 5,705
Prudential Insurance Company 48,975 4,163
Shelter Insurance 157,840 13,416
State Farm Insurance 2,895,641 246,129
Texas Farm Bureau Insurance 160,846 13,672
YP Proprietary Information – To be Used Only Pursuant to Written Agreement and/or Consent. ©2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Banners click through to free quote page
32
Mobile Banner
Campaign look & feel:
• Banner ads present offer to the user
• Click thru to sign up for a new home security system
• New creative could be implemented promotional material
FREE Security Review & Affordable Home
Security. Protect What Matters Most.
YP Proprietary Information – To be Used Only Pursuant to Written Agreement and/or Consent. ©2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Performance measurement
• Will measure:• Impressions, Clicks, CTR
33
YP Proprietary Information – To be Used Only Pursuant to Written Agreement and/or Consent. ©2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Proposal
34
Budget TBD
Price $5 CPM or $0.65 CPC
Total Impressions TBD
Flight Dates 8/1/2014 to 10/31/2014
Geography Nationwide
Creative TBD
TargetingAges 25-54 and customers of major DIY, home insurer or home services brands