YP and agency Ansira explain how a regional network of car dealerships gained new insights into customer behavior and changed its thinking about media and even operations, with a campaign that sought to drive oil change visits.

1. Understanding consumer
behavior with location insights
Case Study
Derek Zabbia
VP, National Markets
YP
Courtney Hubbard
AVP, Client Partnership
Ansira
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2. Results will varydependent upon individual campaigns, categories and geographies. Pastperformance is no guarantee offuture results. Under no circumstances may this data be used to project individual results, which will varydepending on factors like
category and geography, as well as factors unique to each business and/or advertising campaign.
YP Proprietary Information: ©2016 YP LLC.All rights reserved.YP, theYP logo and all other YP marks contained herein are trademarks ofYP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respectiveowners.
Campaign objectives and strategy
Objectives
 Reach target audiences and drive
verified store visits for service purchase
 Agency to develop custom, call-to-action
oriented landing pages for all Automotive
Group dealerships in 6 DMAs
 Measure campaign results at individual
dealer level
 Coupon downloads, emails
 Find a location inquiry
 Phone calls
 Efficient In-store visits
 Incremental Sales Lift
Media Strategy
 Custom polygons for all dealerships for media
measurement and targeting
 LeveragedYPSM’s proprietary search + location
intent signals to inform & enhance targeting
 Auto Service search intent
 Conquesting
 R/F – Dayparting, Freq. Capping
 CustomAudience Segment
Case Study
KPIsMarketing Challenges
 Drive sales and targeted
transactions to a specific
channel partner
 Track digital impact on offline
sales and transactions

3. Campaign & media strategy effectiveness
Media strategy effectiveness over a 6-week period
15.7MM
Impressions CTR
0.53% Banner0.52%
Interstitial0.69%
2,767
Redeemed
coupons
553
Scheduled
appointments
503%
ROI
Client Results
20x
lift in store visits
Up to
1,351
store visitors
$243
Avg ticket value*
$672,381
Incremental revenue*
Case Study
*Client/AgencySourced
1.1M
UVs
2.37x/week
Frequency
YP Proprietary Information: ©2016 YP LLC.All rights reserved.YP, theYP logo and all other YP marks contained herein are trademarks ofYP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respectiveowners.

4. YP Proprietary Information: ©2016 YP LLC.All rights reserved.YP, theYP logo and all other YP marks contained herein are trademarks ofYP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respectiveowners.
Audience insights & YP Cartography
Case Study
1
Demographic
indexes:
Provided more
information on the
demographics of auto
owners visiting
dealerships and how
they were different from
people in the local area
and national averages
The dealerships’ primary auto
make/model audience targets
over indexed consistently
for locations but marketing
messages drove over indexes
in engagement behaviors
(redemption, couponing, etc.)
Automaker Target
Ruled the Day
Heat Maps:
Showed locations
where auto owners that
visited dealerships for
oil changes were seen -
including their daytime
and evening locations.
2
Interactive
click maps:
Expandable maps,
which showed areas
near dealerships where
users that saw the ads
were most engaged.
3
A21-day post-campaign
“look-back” (no media
running) still saw a 4.23x
higher store visit lift rate
than the control group
(sustained media is the key
to driving maximum impact)
Halo Impact
Heat mapping on customer
store visits illustrated that >70%
of visits were outside of the
10-mile radius dealerships
thought majority of customers
came from. True impact of
understanding daily commute.
Ten Miles?

5. YP Proprietary Information: ©2016 YP LLC.All rights reserved.YP, theYP logo and all other YP marks contained herein are trademarks ofYP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respectiveowners.
Key business results
Case Study
 Hugely successful, net positive ROI
 Individual store/dealer-level reporting/analytics
 Improved OEM/Channel Partner relationship
 “Myth Busting”Audience Insights
Campaign wins
 Upgraded dealership POS functionality
 Heat maps exposed new targeting
opportunities
 Success fueled many more Shell &
channel partners’initiatives
Business impact

6. Questions?
YP Proprietary Information: ©2016 YP LLC.All rights reserved.YP, theYP logo and all other YP marks contained herein are trademarks ofYP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respectiveowners.

7. YPProprietaryInformation:©2016YP IntellectualPropertyLLC.All rightsreserved.YP, the YP logo and all otherYP markscontainedherein are
trademarksofYP Intellectual PropertyLLC and/orYP affiliated companies.All othermarkscontainedherein are the propertyof their respectiveowners.
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