From directory to local media :driving more traffic to local advertisers.                  Julien Billot              Mosc...
To introduce myself….                      Julien Billot                      44 years old                        French. ...
PagesJaunes at a glanceKey 2011 Financial and Operating Statistics 1       Leader in the local advertising market         ...
We are a local media.Develop local                                           Develop localcontent                         ...
Our Mission as a media : engage users withlocal businesses.                        The engagement funnel                  ...
PagesJaunes books : a strict and restrictivepositioning.                                                                  ...
Internet is a game changer.                                                                                           BUSI...
PagesJaunes to become a ‘global’ localmedia.                          The engagement funnel                 Extended posit...
How content drive visibility for localadvertisers.                                         © Copyright PagesJaunes 2011   8
Our deployment.                                                                                              BUSINESS     ...
Our second mission to advertisers : bringthem maximum traffic.                                           40 million       ...
Re-invent web site positionning to drivedirect access.     From Directory…             to local media                     ...
Build mobile asset.                  More than 10 million               downloads of PagesJaunes                 on iPhone...
Partner with Bing to deliver more traffic toadvertisers.                                     Pâtisserie                   ...
Rely on Google SEO through advertiserscontent…                                     © Copyright PagesJaunes 2011   14
Rely on Google SEO through PagesJaunesbusiness listing…                                   © Copyright PagesJaunes 2011   15
Rely on Google SEO through PagesJaunescontent…                                   © Copyright PagesJaunes 2011   16
…. Indirectly driving traffic to embeddedPagesJaunes business listings.                                       © Copyright ...
Drive visibility to advertisers on mobilethrough partnerships….                                        © Copyright PagesJa...
…. And new devices integration.                                  © Copyright PagesJaunes 2011   19
As a conclusion, every time more traffic toadvertisers.1100 million visits           +25%   1380 million visits in 2011   ...
A strategy to deliver our ambition+50% internet revenues in 2012 vs 2009       Internet revenues                      Inte...
Thank you for your attention.                      © Copyright PagesJaunes 2011   22
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Billot pages jaunes

  1. 1. From directory to local media :driving more traffic to local advertisers. Julien Billot Moscow conference 25th of april 2012
  2. 2. To introduce myself…. Julien Billot 44 years old French. 13 years in Telco Industry (FranceTelecom/Orange Group) 4 years as COO of the paging subsidiary of FT. 3 years of Chief Product Officer of Orange in France 3 years of Chief Marketing Officer of Orange in France. 3 years in Media Industry. CEO of the Digital Business Unit of Lagardère Active group (owner of HFS and Europa Media Group) At PagesJaunes Group since 09/09 as COO in charge of Medias. © Copyright PagesJaunes 2011 1
  3. 3. PagesJaunes at a glanceKey 2011 Financial and Operating Statistics 1 Leader in the local advertising market €1.1 Bn Revenue and €493 MM EBITDA (45% margin) ~25-30% share of the online local advertising market in France Focus on France (93% of revenues) with significant share of Internet revenues (55% of revenues)2 Reference services and brands 9 out of 10 French adults use the PagesJaunes services >2 Bn consultations per year in France >50% conversion rate of the consultations into purchases 3 A unique sales force to reach large and diversified customer base ~1,900 sales representatives 715k Group advertising customers, 660k in France 75% of online penetration of French customer base © Copyright PagesJaunes 2011 2
  4. 4. We are a local media.Develop local Develop localcontent media Database Print Websites, videos Internet e-services Ads/Vertical UGC 1 2 Mobile Enrich Grow Mapping the the Meta-search content audience Local + Partnerships advertising with other local mediaManage value foradvertisers 3 Search, display, Increase small ads the ROI Business Center © Copyright PagesJaunes 2011 3
  5. 5. Our Mission as a media : engage users withlocal businesses. The engagement funnel BUSINESS Find a LOCALUSER Search for Compare business Be Open Book/Meet Buy information and decide or a product YP core position © Copyright PagesJaunes 2011 4
  6. 6. PagesJaunes books : a strict and restrictivepositioning. BUSINESS Find a LOCALUSER Search for Compare business Be Open Book/Meet Buy information and decide or a product © Copyright PagesJaunes 2011 5
  7. 7. Internet is a game changer. BUSINESS Find a LOCALUSER Search for Compare business Be Open Book/Meet Buy information and decide or a product © Copyright PagesJaunes 2011 6
  8. 8. PagesJaunes to become a ‘global’ localmedia. The engagement funnel Extended position for Pages Jaunes on digital BUSINESS Find a LOCALUSER Search for Compare business Be Open Book/Meet Buy information and decide or a product YP core position © Copyright PagesJaunes 2011 7
  9. 9. How content drive visibility for localadvertisers. © Copyright PagesJaunes 2011 8
  10. 10. Our deployment. BUSINESS Find a LOCALUSER Search for Compare business Be Open Book/Meet Buy information and decide or a product Comprendre Choisir On line apointment Mappy Vertical content in Search Lead generation Urban Dive Self content PagesJaunes Hotel Booking Livecity. Restaurant booking Zoom On Deals Classified © Copyright PagesJaunes 2011 9
  11. 11. Our second mission to advertisers : bringthem maximum traffic. 40 million internauts Partnerships Direct access SEO SMO 20 million 37 million 30 million 38 million PJG Google Facebook Top 10 Nielsen15 million 5 million PJ Mappy… © Copyright PagesJaunes 2011 10
  12. 12. Re-invent web site positionning to drivedirect access. From Directory… to local media © Copyright PagesJaunes 2011 11
  13. 13. Build mobile asset. More than 10 million downloads of PagesJaunes on iPhone* and others platforms 3rd most downloaded Apps on the French Appstore since its creation More than 4 million of visitors weekly* A satisfaction rate of 85%*** © Copyright PagesJaunes 2011 12
  14. 14. Partner with Bing to deliver more traffic toadvertisers. Pâtisserie Leprêtre © Copyright PagesJaunes 2011 13
  15. 15. Rely on Google SEO through advertiserscontent… © Copyright PagesJaunes 2011 14
  16. 16. Rely on Google SEO through PagesJaunesbusiness listing… © Copyright PagesJaunes 2011 15
  17. 17. Rely on Google SEO through PagesJaunescontent… © Copyright PagesJaunes 2011 16
  18. 18. …. Indirectly driving traffic to embeddedPagesJaunes business listings. © Copyright PagesJaunes 2011 17
  19. 19. Drive visibility to advertisers on mobilethrough partnerships…. © Copyright PagesJaunes 2011 18
  20. 20. …. And new devices integration. © Copyright PagesJaunes 2011 19
  21. 21. As a conclusion, every time more traffic toadvertisers.1100 million visits +25% 1380 million visits in 2011 in 2009 pj.fr pj.fr pj.fr SEO pj.fr SEO pj.fr SEM pj.fr SEM pj.fr partenariats pj.fr pj.fr Bing Partenariats pj mobile pj mobile mappy.com mappy mobile mappy.com mappy mobile © Copyright PagesJaunes 2011 20
  22. 22. A strategy to deliver our ambition+50% internet revenues in 2012 vs 2009 Internet revenues Internet share on total (million euros) revenues +50% ~2/3 500 43% 2009 2012 2009 2012 Ambition Ambition Internet Annuaires imprimés ~2/3 of Pages Jaunes revenues on internet in 2012+ © Copyright PagesJaunes 2011 21
  23. 23. Thank you for your attention. © Copyright PagesJaunes 2011 22

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