30 Words to Know

EMT Roll Out to
Digital Region
August 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
Enhanced Mobile Targeted Display Key Points
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

Overview
The 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

The Pitch
Page 4

Target people,
not just places
YP 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
8% 8%
7% 6%
10% 12%
2011 2012 2013
print mobile
the average
customer spends
2X as much time
in mobile as print.
percent of time spent in media

Enhanced Mobile Targeting is about
reaching people, not just places
traditional location targeting
works:
lives:
shops:
age:
income:
interests:
unknown
unknown
unknown
unknown
unknown
unknown
mobile targeting from YP
works:
lives:
shops:
age:
income:
interests:
Iowa City, IA
Iowa City, IA
McDonald’s, Wal-Mart
25-29
50-75K+
Concerts
mobile targeting from YP
Behavioral profiles can deliver a 3-4X lift in clicks over simple geo-targeting.
works:
lives:
shops:
age:
income:
interests:
Midtown Manhattan
Garden City, NJ
Costco, Macy’s
35-44
150K+
Travels for business

YP is a leader in mobile
and is investing to deliver
amazing new products
#3
2
in mobile ad revenues1
320,000+
calls per day from the YP app
top 40
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 you
target in ways not previously possible
visits to
quick serve
restaurants
auto
dealerships
Top 500
location-based
retailers
shopping history at
big box retailers home/work
zip codes
gender
age
household
income
*Additional targeting on in-market shoppers coming in Q3

Our Enhanced Mobile Targeted display
product leverages new technologies
to deliver new features
real time bidding
techniques on big
ad exchanges
Cost effective ad delivery
across massive ad network
GPS & Wi-Fi location
from customer’s phone
Pinpoint accuracy in delivering ads -
shopping mall, ballpark, car dealership
proprietary & partner
data collection on
customers
Cost effective ad delivery
across massive ad network
machine learning
technologies
Ad campaign automatically
optimized for click through rates

25+ billion monthly impressions
across 20,000+ mobile apps
and websites including:

Our new mobile display product
lets you talk to your customers
while they surf or use apps
banner ads
your ad here
interstitial ads
your ad here

Pinpoint delivery by location,
day of week, and time of day
pinpoint delivery
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.
©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 offering
Enhanced Mobile Targeting
to key local advertisers
Delivery and value proposition
We are selling ad impressions
Customers can expect clicks, etc.
pricing
CPM based pricing $8/CPM
Minimum contract size $5K minimum and
$5K/month
For $5K, YP delivers 625K impressions
over one month
special offer
first 20 customers receive custom mobile
ad and land page at no cost ($2,000 value)

“YP delivered extremely
sophisticated, high impact
audience targeting and
mobile ad campaigns in key
local markets.”
Kevin Vine, Senior Manager, Digital
Marketing, Dunkin’ Brands
Dunkin’ partnered with YP to run a hyper geo-targeted
campaign that targeted competitors’
customers with tailored mobile coupons.
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
Contact your YP sales person or email
YPNationalMarketing@yp.com 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.

Targeting through location-based
behavioral profiles and
scientific campaign
optimization drove incremental
store visits and 2x ROAS!
Fashion Retailer
A national Fashion Retail brand targeted
competitors’ shoppers to drive over
2,000 store visitors.
Targeting:
• W21-45, HHI
$50k+
• Customers of
several
competitive brands
• DMAs: New York,
Chicago, LA
Results:
• Average CTR: 1.0%
• 8% of clicks visited
stores
• Over 2,000 visitors to
stores
• 2x ROAS
campaign.

Agent visits were measured
using proprietary location-based
Store Visit
Measurement technology.
Insurance Company
National Insurance company targeted
competitors’ customers and specific
demographics to drive over 34,000 agent visits.
Targeting:
• Age 25-49, HHI: $50k+
• Mobile and Tablet
placements
• Conquested several
competitive brands
• States: NY, CA, TX
• Flight: 3 months
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
Secondary Actions by Placement
Placement % Email % Mapped % Called
Tablet 65% 34% 2%
Mobile 8% 88% 4%
campaign.

“This was not even an
exercise in branding, but
an exercise in sales,”
Melissa MacCaull
VP of Marketing, Piaggio Group America
Mobile Measurement:
Finding the Metrics that Really Matter
YP’s mobile display advertising
campaign for Piaggio’s Vespa and
Moto Guzzi brands generated
break-away results
Targeting:
• Retargeted Vespa and
Moto Guzzi shoppers
• Motorcycle enthusiasts
• Demographics
(high HHI)
Results:
• Banner CTR: 0.75%
• Interstitial CTR: 2.33%
• 4x lift over untargeted
• 9% of clicks visited
the dealer
“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

“Have a testing mentality
－ always”
Tim Kraus, Director of Digital Marketing,
Quiznos
Mobile Measurement:
Finding the Metrics that Really Matter
Quiznos never stops testing and
has been working with
YP since 2012 to continuously
improve results.
Targeting:
• San Francisco, Madison,
Seattle test markets
• Targeting competitors
customers (Subway,
McDonald’s, Wendy’s)
• < 10 miles of location
Results:
• 6% lift in sales over
national average

Health care company drove
1.2% click-thrus, exceeding
industry standards and
expectations.
A Health Care Company
A national health care company made customers
aware of a new appointment-making feature with
greater than expected click-through rates and
immediate action.
Targeting:
• Female A20-45
• HH w/ Children
• HHI $75k+
• Geo: zip list provided
for each location
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.
campaign.

Optimizing the campaign
increased click through rates
in the first 3 weeks of the
campaign which delivered in
full.
A Health Care Company
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.
Targeting:
• Geo (LA (zips),
Riverside, San
Diego, Dallas,
Houston)
• Hispanic Audience
• Mobile / Tablet Static
Placements
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!
campaign.

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

Interested Customer:
What’s Next
Page 23

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 (

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

Process High Level Overview
• Email fully completed campaign brief to
rfp@ypmobilelabs.zendesk.com
• RFP returned to you in 3-5 business days
Page 26

RFP Example
Page 27

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

Size of target audience – Competitors (DIY)
29
Target Profiled Users
Impressions 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

Size of target audience – Competitors
(Home Services)
30
Brand
Profiled
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

Size of target audience – Competitors
(Homeowner’s Insurance)
31
Brand
Profiled
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

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.

Performance measurement
• Will measure:
• Impressions, Clicks, CTR
33

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
Targeting
Ages 25-54 and customers of major DIY, home insurer or
home services brands

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