A View of “Local” from the U.S. Market

Neg Norton

The US landscape is complex and evolving…

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Dynamic & Rapidly Evolving Marketplace

Changing Consumer Behaviors

Media Seller Challenges

SME Challenges

We are in the age of the connected consumer

much like the rest of the world…

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• 79% of population uses the

internet (252 Million)

• 74% of households have

broadband (90 Million)

• 70+% smartphone penetration

• 50% tablet penetration

Source: eMarketer 2014

Consumers are seeking information in new ways…

• 25% of search volume is mobile

• 50+% of mobile search is local. 40% of consumers are “on-the-go”

• Mobile devices account for 62% of time spent online

• 42% of consumers consider mobile “most important resource”

4Source: BIAKelsey 2014, Xad/Telmetrics

Businesses have struggled to keep pace with

digital advertising and technology…

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They are more focused on running day to day operations.

Source: Thrive Analytics 2014.

Smartphone penetration leading to growth in

location targeted advertising

• Huge growth opportunity; $4.5B to $16B (2018)(BIA/Kelsey).

• Over 39% of agencies are using location based data to target consumers.

• Over 70% of consumers will share location information if they get something of value in return such as a deal/coupon or other forms of rewards.

6Source: Econsultancy and Responsys 2013, BIAKelsey, Thrive Analytics 2014

Understanding cross media performance is a

top goal, however companies are struggling…

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• 63% of companies struggle with or do not integrate online & offline media performance data.

• Confusion around attribution.

For traditional media companies it has been a

challenge to transform their organizations…

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• They have had to

manage the transition

from legacy products.

• Reduce costs.

• Invest in new

technology, resources

and partnerships.

• Create a culture with

digital DNA.Note: Figures represent percentage of total advertising-only sales (excluding subscription and other fees) that come from digital.Sources: SEC Documents, company statements, Borrell Associates Inc.© 2014 Borrell

Some have placed an increased emphasis on new

revenue streams and efficiencies…

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• Native advertising will reach

$5 Billion by 2017

• Ad buying is increasingly

being automated- 64% of

display ads in the US could

be bought programmatically in

2014.

Source: BIA Kelsey 2014, MAGNA Global 2013.

Several of LSA’s Award Winners Featured

Automated Solutions

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• Rio SEO developed a platform that helps

multi-location businesses improve their

SEO by updating their listing information

across the local search ecosystem with the

click of a button.

• Sightly has developed an automated video

ad buying system that allows SMBs and

their marketing partners to reach

prospective customers with video ads

tailored just for them on the devices, in the

locations and at the moments they are

watching.

Verticalize or Die…..?

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Transportation Emergency Service Hotels Lawyers

Uber AirbnbUrgent.li Avvo

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YP’s Mission

Helping your local neighborhood businesses

prosper by:

Helping consumers to get things done locally

– Finding the right business with the right

products/services at the right time

– Saving time & money

– Delighting with differentiated consumer

experiences

YP Proprietary Information – to be used only pursuant to written agreement and/or consent.

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YP Proprietary Information – to be used only pursuant to written agreement and/or consent.

mybook: Consolidating Fragmented Local Search

Easily access key info for businesses I love

Allow consumers to update content/data as part of personalized mybookexperience

Share businesses with others or follow others who influence me

Know who has bookmarked a business to better help me choose

Make recommendations

Manage to do lists and organize the household vendor info

Opt in to engage with a merchant

Easily access functionality to transact with a business

Co

nsu

mer

Nee

ds

Accurate and

comprehensive

view of local

businesses

Help me

understand what is

good enough, what

is best

Help me keep track

of all of my

household stuff

Help me get it done

– complete my

tasks-in-mind

myb

oo

k P

latf

orm

FIND CONSIDER CONNECT MANAGE

MYBOOK

14YP Proprietary Information – to be used only pursuant to written agreement and/or consent.

mybook helps consumers in many ways.

Featured Collections are editorially curated

– Geo specific collections where

– Editorial captions provide the context for the businesses in the collection that

– Anyone can follow, share, and copy.

15YP Proprietary Information – to be used only pursuant to written agreement and/or consent.

mybook Featured Collections

We have redefined our focus to better serve our

members…

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Our data shows it is a very dynamic marketplace…

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We’ve built a media performance database…

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The Metrics that Matter Database is the only research tool of its kind that

leverages real campaign results from across local media channels to provide a

comprehensive view of local media performance, so local advertisers can make

smarter decisions for their clients on local media buys.

Insights and reporting at

the campaign,

geography, and category

level for major forms of

local advertising

Easy-to-use, self-serve

capability with 24/7 access

Focus on Mobile Display,

Mobile Search Advertising,

Search Advertising,

Internet Yellow Pages and

Print Yellow Pages results.

Future updates will add

Social and other platform

results.

A series of competitive

intelligence tools

including an ROI

Calculator to inform

business decisions

HIGHLIGHTS:

These tools help LSA members make sense out of

the marketplace…

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OptimizersAllocation Models

PYP

Search

Mobile

Social

IYP

Optimum mixes based on performance and consumer usage factors.

Neg.Norton@LocalSearchAssociation.org

@NegNorton

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