Ypc ypcom value story presentation

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1 YP.com Network – Potential Reach, comScore Key Measures Report, January 2011, includes subscription only and does not include pay per call.2 10,778 customers with YP.com subscription listing ads and call tracking numbers were studied for the period July 2010 through December 2010.

Data includes YP.com and the YP.com Network activity within the US. Not all customers studied reported data in each month. (AM-639)3 AT&T Interactive Analytics, Feb 20114 YELLOWPAGES.COM, comScore Top 2000 Web Domains, January 2011. Results will vary dependent upon individual campaigns, categories and geographies. Past performance is no guarantee of future results.

AT&T Advertising Solutions is uniquely positioned to maximize your advertising goals and reach ready-to-buy consumers.We are a One-Stop-Shop for your essential local advertising needs.

One ad buy on YP.com provides access to the YP Local Ad Network and over 100 properties, leveraging multiple media platforms!

Potential reach averaging over 74 million unique monthly visitors.1

YP.com advertisers who were tracked July-Dec 2010 received a monthly average of one call for every 4 clicks (an average of 70 clicks & 19 calls per month – website and network).2

Note: Across the entire set of ~300k advertisers during the month of Feb 2011, the local AT&T advertiser on YP.com & YP Local Ad Network averaged 40 clicks per month.3

YP.com, a top 40 website delivers over 24 million unique visitors (January 2011).4

Be Found. Find Customers. Manage Your Brand.

Be Found. Find Custom

ers. Manage Your Brand.


YP.com

Distribution N

etwork

Be Found. Find Customers. Manage Your Brand.AT&T Advertising Solutions – We are a One-Stop-Shop for your essential local advertising needs. One ad buy on YP.com provides access to over 100 properties leveraging multiple media platforms across the web, mobile, U-verse TV*, and more.

AT&T Interactive Sites

Local Search Sites

Industry Search Sites

Mobile MediaMobile Search

Vertical Sites

* AT&T U-verse TV, Channel 97, available in limited areas.


1 comScore, Jan 20112 ATTi Internal Analysis, Jan 2011

Why Y

P.com and the Y

P Local Ad N

etwork?

Advertising on the YP Local Ad Network andYP.com provides the opportunity toBE FOUND by Ready-to-Buy customers.

An average of over 185M monthly searches on the YP Local Ad Network.1

500 Million

1 Billion

1.5 Billion

2 Billion

2.5 Billion

Over1 Billion

2006

Over1.5 Billion

2007

1.8 Billion

2008

2 Billion

2009

2.2 Billion

2010

Annual Searches2


1 YELLOWPAGES.COM, comScore Top 2000 Web Domains Report, Feb 20112 comScore Top 2000 Web Domains Reports, Feb 2010 through Jan 2011. Data trend is based on a comparison of UDM (Unifi ed Digital Measurement)

to [non/partial] UDM data and may include inorganic growth due to the change in methodology. Findings should not be used to make revenue projections for specifi c businesses, in specifi c markets, and cannot be used to predict results for an individual advertiser. There is no guarantee in position or rank in search results.

YP.com

Tremendous R

each

YP.com Site is ranked

Web Domain in the U.S.1#39

YP.com Site

Web Domain in the U.S.

###Tremendous Reach!

Monthly fl uctuations in rankings are typically infl uenced by seasonal and online activities. Example: monthly spikes in activities to sites such as Sportstime, Target and Walmart, as infl uenced by the football season, playoffs and back-to-school rush, can impact rankings to other sites such as YP.com.

The YP.com Site ranking remains consistent!2

2010 2011Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan

Monthly Rank 30 29 27 34 36 44 40 43 41 37 38 39

Unique Visitors(In Millions) 27.6 28.3 30.5 26.0 23.8 21.3 22.5 21.6 23.4 24.6 24.8 24.8

U.S. Web Sites (Domains)37 TARGET.COM38 COMCAST.NET39 YELLOWPAGES.COM40 BANKOFAMERICA.COM41 TWITTER.COM42 MYWEBSEARCH.COM43 PHOTOBUCKET.COM44 IMDB.COM

Unique visitor traffi c as reported through comScore Top 2000 web Domains Report, February 2011. “Unique Visitors” means we never count the same visitor twice.


1 YELLOWPAGES.COM Usage and Awareness Study, based on past 30-day users, completed March 2009, Morpace Market Research & Consulting.2 CRM Associates, 2010 “Yellow Pages Users Spend More Than Average”.3 Burke 2009 Local Media Tracking Study commissioned by the Yellow Pages Association (YPA).4 CRM Associates 2010 Yellow Pages Trends & Opportunity – Advertiser Value5 comScore Media Metrix Demographic Profi le, U.S., Jan 2011

YP.com

Dem

ographic Profi le

YP.com users are an affl uent,ready-to-buy audience

Of those online users who visited YP.com in a given month,

82% contacted a merchant.1

40% made a purchase.1

Users of the Internet Yellow Pages typically spend about 34% more than the general consumer.2

New customers account for 40% of Internet Yellow Pages purchasers.3

Return On Investment: $49 revenue and $17 profi t is typically generated for every $1 invested.4

11.3%

15.9%7.1%

6.3%11.7%

19.2%

11.3%

7.1%15.9%

65.7% of Household Income is at $40k or more

18.7%13.6%

9.9%

23.5%30.5%69.5%56.5%43.5%

Households of 1-2Households of 3+FemaleMale

Less than $15,000$15k – $24,999$25K – $39,999$40k – $59,999$60k – $74,999$75k – $99,999$100k or more

HH Income

18-2425-3435-4445-5455-6465+

Ages

High GenX andMillenial users

19.2%

21.3%

6.3%6.3%11.7%

6.3% 43.5%

12.5%

22.1%

YP.com Demographic profi le:5


Mass M

edia Summ

ary

2011 YP.com Advertising Campaign

Local Media Campaign in 16 Markets

Radio - Local

TV - Local

12 weeks of Radio beginning April 4th

4 weeks of TV beginning April 4th Local Programming includes: NCIS, CSI, 60 Minutes, Blue Bloods, Survivor, The Good Wife, David Letterman, etc.

Outdoor Billboards - Local

Events

8 weeks of Digital Outdoor Boards and 4 weeks of Coffee Sleeves starting April 4th 25 showing (25% of population will be exposed to the boards daily) for Digital Boards in 15 Markets (excludes San Diego)

28+ Events taking place over 12 weeks beginning April 8th 1.1MM+ Anticipated attendance across all events Includes: Tents, t-shirts, street teams, giveaways, and more

17 weeks of online digital campaign - National started March 1st with Local beginning April 4th Key Tactics include: in-banner video, pre-roll video, in-text, engagement units, CPC, audio units, site skins, mobile banners, geo-targeted

National Online Digital Media Campaign

Continue to build awareness, consideration and usage of YP.com Drive engagement to drive response – traffi c to the site, app downloads, etc.

• Atlanta• Charlotte• Dallas

• Detroit• Houston• Indianapolis

• Las Vegas• Los Angeles• Miami

• Nashville• Orlando• Sacramento

• St. Louis• San Diego

• San Francisco• Tampa


Page views, content, features and the site are subject to change without notice.

YP.com

Search Results Page

A

C

B

The look and feel provide…Consumers A better local search experience

• Highly preferred by consumers • Search results return more relevant businesses• No clutter, such as personal websites and general research data

Advertisers More consumer engagement and repeat usage More impressions, clicks and call opportunities

Priority Local Listing (PLL):Limited inventory product

Diamond Tier:Limited inventory product, repeated on each page

Metals:Platinum • Gold • Silver • Bronze

A

B

C

Simplifi ed Page Organization:Advertiser “Featured” Listings (paid)

Organic results (paid & free listings)

Mapping (paid & organic results)


Visit yp.com/listing_feedback today and maximize the power of your online listing.

Page views, content, features and the site are subject to change without notice.

Drive Your Success

How To Drive Your Success?Improve your opportunity to be found with your More Info Page:

Encourage customers to go online and rate your service and business Provide complete information about your business:

• Location and/or service area • Product and services • Hours of operation • Payment methods


YPmobile app experienced 176% growth 2010 vs. 2009.

Advertisers convert national ad campaigns into local sales

The YP app is available across all major mobile platforms

Includes “additional screens” on YPmobileOne ad buy on YP.com

Source: AT&T Interactive Analysis of all mobile searches including both subscription & Pay Per Call, from 6/1/2008 - 3/31/2011.

0

50

100

150

200

250

300

350

400

450

500

2008 2009 2010

42

157

YPmobile Internet Searches(millions)

433

36Mmo.

Searches

April 2011 YPmobile

app on 40M mobile

phones

YPm

obile App


New & Improved YP3.0 is here!Check out these exciting NEW features...

Search Local. Find Local. Save Local.

YP

3.0


As a leader in local search, AT&T Advertising Solutions is uniquely positioned to maximize your marketing goals and reach ready-to-buy customers.

There is no “magic bullet” in advertising, only the right combination of different forms of advertising, delivered to the right audience, at the right time.

Tap into an expansive network of advertising properties that we can put to work for your business locally and across the nation.

Ypc ypcom value story presentation

Marketing

Transcript of Ypc ypcom value story presentation