This document discusses how YP leverages various assets to fuel local commerce. It has $3 billion in multi-media revenue and reaches over 600,000 advertisers through its digital and mobile platforms as well as nationwide sales force. It aims to help local businesses grow by connecting them with consumers and eliminating friction in the process. Key assets include massive consumer reach through its digital properties and print directories, local sales teams, full-service advertising options, and technology infrastructure. The document notes that consumer behaviors are shifting towards mobile for local search, representing an ongoing opportunity for local businesses.

1. Leveraging Directional Media
to Fuel Local Commerce

2. Merging Digital Platform & Sales Reach
• $1B in digital & mobile revenue
• California-based tech organization
• Developer of YP.com℠ site and YPmobile®
products.
• Network of 300+ online and mobile publishers
• $2B in print revenue
• Relationships with merchants
• Nationwide sales force
• Go-to-market systems and processes
$3B in multi-media revenue
#21 on Ad Age’s U.S. Media List
Top 50 digital global media company
Mobile / Digital platform focus
3K+ local media consultants
600,000 advertisers
Revenue and advertiser metrics are based on internal data
®

3. Our Mission
Estimated annual commercial transactions associated with searches on YP℠ Properties and across the YP℠ Local Ad Network
$200B+
Driven by Directional Media Platforms
Helping Local Businesses and
Communities Grow

4. Industry Challenge: Eliminating Friction
Help consumers
get stuff done
Help businesses grow &
retain customers
Inefficient interactions driving distance in the process
• Consumer media is fragmented
• Pricing models are varied and complex
• Merchants bombarded with ad sales pitches
• ROI is difficult to determine
• Ad products primarily click and call driven
• Unbalanced focus between consumers & advertisers
Need to establish better connections for consumers and advertisers.

5. Solving the Friction Problem & Enabling
Connections Requires A Combination Of Assets…
TECHNOLOGY
CONSUMER
REACH
SALES
PRESENCE
ADVERTISING
SERVICES

6. Consumer Reach: Scale & Engagement
Organic
YP.com℠ site, YP℠ apps
YPmobile® web &
YP℠ print directory
• 2.6 billion annual print and
online searches
• 40M+ monthly uniques for
YP.com℠ site and 20M+ for
YPmobile® properties
• 120M print books distributed
Mobile Display
YP℠ Local Mobile Display Network
• 150+ mobile app publishers across three mobile
platforms and nine app categories
• Over 1B monthly impressions that reach 156M
monthly unique users
Search
YP℠ Local Ad Network
& SEM
• Over 300 publishers and 60M
monthly unique online
visitors across the YP℠ Local
Ad Network
• Search Engine Marketing for
exposure to Google, Bing
search results
+ over 300
others
Over 150 display
publishers
Metrics are based on internal data

7. Advertising Services: Span the Life Cycle
• Digital & Mobile Advertising
‒YP.com℠ and YPmobile® ad distribution across the
YP℠ Local Ad Network
‒SEM (YPconnect)
‒SEO
‒Online & Mobile websites
‒Display
‒Online Presence Management
‒Coupons
• Print Advertising
‒YP℠ print directories
‒Direct Mail (Digital Express)
BE FOUND GET LEADS CONNECT MANAGE
Helping consumers
find your business
Generating leads
for your business
Engaging with your
potential customers
to drive sales
Managing & growing
your customer
relationships
Core Advertising Services Emerging Services
New capabilities to address consumer
& advertiser needs

8. Sales Presence: Local Online Advertising
is Sold, Not Bought
3K+ media
consultants
365
days of presence
Trusted
advisors to
local businesses
Established
within
communities
nationwide
®

9. Technology: A Critical Competency
Consumer Platform
Search, Business Data,
Personalization, Ssocial
Ad Delivery Platform
Traffic Acquisition, Publisher
Mgmt, Ad Serving, Targeting
Platform Data Services
Instrumentation, collection, processing, mining, analytics, reporting
Advertiser Platform
Self Service, Call Cloud,
Content Mgmt, Reporting
Platform Infrastructure
Network, security, sysadmin, storage, DBA, monitoring, operations

11. YP Has Become…Mobile…Since 2008
42%
Total mobile local searches across YP
properties in 2012
Top Ranked Apps
Top 50 on Apple and Android in
Travel Category
Over 300,000 menus
Nearly two million menu views by
iPhone and Android users each
month
350M+
ad revenue associated with mobile;
second highest in the industry per
IDC
300+
Mobile publishers in the YP Local Ad
Network
38% SEM spend to mobile
Highest in the industry
100 million
Calls made to a business using the YP
app in 2012
3 calls every second
Made to a business on the YP app
100% Click Growth
Clicks on paid listings accessed on
mobile devices
Mobile …Fully Integrated for Local Advertisers
Wherever Consumers Need
Local Information
Driving Mobile Commerce
Connecting Advertisers to
Consumers

12. When it Matters Most….
-
50
100
150
200
250
300
350
400
450
2010 2011 2012
Web/Other
Mobile
10%
25%
43%
Year-over-year Growth
Total Clicks: +43%
Mobile Clicks: +261%
Year-over-year Growth
Total Clicks: +21%
Mobile Clicks: +106%
ClicksonYP℠LocalAdNetwork(millions)
Source: YP Internal Analytics
New Customer Opportunity for Local
Businesses to Engage with Consumers
Clicks on YP℠ Local Ad Network

13. Mobile Local Search Behaviors Are Changing
Mobile Being Used Where the Ad Dollars Exist
Behaviors around mobile local search are changing with the increased adoption of
smartphones and tablets. Evidence of this includes search in categories not related to
proximity or urgency, factors that often lead to a mobile search.

14. Banner Display Click Through Rate (CTR) by
Proximity to a Business Destination
Data from geo-targeted YP℠ Local Mobile Display Network recently
uncovered that the closer users are to a business, the more likely they are
to click on a mobile banner ad for that business. However, there is a “sweet
spot” about 1-2 miles that yields the highest engagement.
Source: YP Internal Analytics

15. Summary Thoughts
NEED TO ELIMINATE FRICTION
 Make is easy for consumers to connect with advertisers
KEY ASSETS FOR SUCCESS
 Consumer Reach: Engagement and scale are critical
 Sales Presence: Local advertising is sold, not bought
 Advertising Services: Must Span the Life Cycle
 Technology: Critical Competency
CONSUMERS ARE GOING MOBILE FOR LOCAL SEARCH
The Local Commerce Opportunity Continues to Grow…

16. THANK YOU