State of the Association

Neg NortonApril 28, 2014

2

What’s Changed?

Consumers inundated with local business information

Proliferation of digital and mobile platforms leading to new offerings and technologies

No uniform path to purchase

Industry Interviews

What sets local apart?

Last Mile Advertising

CALL

CLICK

VISIT

ACT

• Print & online directories

• Listings management

• SEO & SEM marketing

SEEK

Daily deals

Location-based apps & services

Digital & mobile ad networks

DISCOVER

Social media management

Online reviews management

Website design & hosting

Video services

CONSIDER

http://www.coolwebsitebuilder.com/

Last Mile Advertising

Ad To Action Awards Participants

Private Luncheon with Steve Wozniak

Distinguished Judging Panel

Andrew Shotland, LocalSEOGuide.com

Ken Burbary, Lowe Campbell Ewald

Eric Franchi, Undertone

Becky Minervino,Beam

Chris Travers, Universal Business

Listing

Gordon Borrell, Borrell Associates

Greg Sterling, Opus Research

Hynek Stehno, Local Spectrum

(SMG)

Laura Rich, Street Fight

Matt Picheny, MRY

Neal Polachek, vSplash

Paul Plant, Radicle Consulting

Peter Minnium, IAB

Sebastien Provencher, HomeAdvisor Canada

(HelpedBy)

Think Tank Events

“Great dinner event, and an excellent group of people. I thought it was very productive from a business-social perspective…We look forward to our continued participation.”

Think Tank NYC

–Chris Travers, Universal Business Listing

Think Tank Events

ChicagoLos AngelesSan Francisco

Metrics That Matter DatabaseCompiles real campaign results from all forms of local media

Provides comprehensive view of local media performance

Initial focus on mobile and print Yellow Pages campaigns

Internet Yellow Pages, search engine marketing and social media campaigns to be added

Metrics That Matter Database

MTM Advertisers Industry Benchmark

0.82%

0.40%

Industry Average

2xGeo-targeted Mobile Display Performance (CTR)

Metrics That Matter Database

Financial & Insurance

Healthcare Home & Trade Services

Professional Services

Retail Technology Services

0.64%

1.09%

0.98%

0.84%

0.61%

0.73%

Industry Benchmark (0.4%)

Geo-targeted Mobile Display Performance (CTR)

Metrics That Matter Database

Invaluable tool for planninglocal advertising spends

Access dependent on participation

New Consumer & SMB Research

Visit www.localsearchinsider.org

Public Policy

State of LSA

State of LSA

300+ members 35 new members in past year

State of LSA

2013 financial results: Net income of $330,000

Reserve fund: $9.1 million

2014 budget anticipates revenues and expenses: $7.9 million

LSA Board of Directors

George HannaVice Chairman, LSA

Chief Legal Officer, YP Holdings Inc.

Sharon SweeneySecretary/Treasurer

President, Fairway Group

Bill DinanChairman, LSA

President, Telmetrics Inc.

Expanding LSA Board

Ben WoodDirector of Channel Sales,

Americas, Google

Andrea CancroEVP, Managing Director,

Starcom MediaVest Group

Katy HunterSenior Director of Partner &

Channel Marketing, Microsoft

Headshot TO COME

Parting Thoughts

Unprecedented opportunity

Support innovations that demonstrate ROI

Seamless customer experience

Leadership

Relationships

Thank youContact me:214-696-5768 (office)neg.norton@localsearchassociation.org@negnorton