30 words to know

YP Proprietary Information – To be Used Only Pursuant to Written Agreement and/or Consent. ©2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.

EMT Roll Out to Digital RegionAugust 18, 2014


Overview

Mobile Display ad units are powerful targeted ads that appears on consumers phones and devices…wherever they are on the web

When clicked on, they open up to an ad, offer or site from the advertiser

It’s important: Mobile display is used by advertisers looking to expand their reach and awareness at important times for their business

YP acquired Sense Networks: Powerful web-wide targeting technology now offered to advertisers

How it works• Targeted: Work with advertiser to learn who they

want to reach, i.e “Women 30-44 likely to buy back to school clothing for kids”

• Campaigns: Sell and run a 1-6 month campaign• Ubiquitous: Technology finds and reaches the

right consumers for our advertisers• Delivery: We deliver clicks, visits, users

For Advertisers: Powerful tool to build awareness, be more competitive and in sync with consumer

For YP: Leading product to enhance current customer relationships and creating new opportunities in high spending categories

To Do: Sell campaigns between $5,000 and $100,000

Enhanced Mobile Targeted Display Key Points


OverviewThe Story How mobile display fits YP’s offering

1. YP now sells highly targeted search and display advertising to our customers, across all devices. Advertisers can use YP to reach consumers, “any way and any time consumers connect”

2. Mobile: Already a leader in mobile search, we now have mobile display ad campaigns available for advertisers. “The phone is already in their hands…”

3. Display advertising: Reaches consumers “further up” in the purchase funnel to build awareness. Examples: “It’s Boston Celtics Season again, run a mobile ad campaign for a month to remind fans,” or “Aitoro is the leading appliance store in the area, it’s hot out, cool off with our air conditioners”

It’s good for current customers, it expands our advertiser and market potential

If a consumer knows your business and your name: Websites/GOGF

If a consumer doesn’t know your business but is in the market and searching: YP Search, best of YP and the web

If you want to broaden your reach and awareness of your business: Mobile Display


The Pitch

©2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.

Target people,not just placesYP Enhanced Mobile Targeting


Your customers are increasingly mobile

2011 2012 2013

print mobile

8% 8%6%7%

10% 12%

the averagecustomer spends2X as much timein mobile as print.

percent of time spent in media


Enhanced Mobile Targeting is aboutreaching people, not just places

Behavioral profiles can deliver a 3-4X lift in clicks over simple geo-targeting.

works:lives: shops:age:income:interests:

traditional location targeting

unknownunknownunknownunknownunknownunknown


mobile targeting from YP

Iowa City, IAIowa City, IAMcDonald’s, Wal-Mart25-2950-75K+Concerts


mobile targeting from YP

Midtown ManhattanGarden City, NJCostco, Macy’s35-44150K+Travels for business


YP is a leader in mobileand is investing to deliveramazing new products

320,000+

#3

top 40

2

in mobile ad revenues1

calls per day from the YP app

mobile website3


Proprietary and partner data sources let youtarget in ways not previously possible

visits to

quick serverestaurants

autodealerships

Top 500location-based

retailers

shopping history atbig box retailers home/work

zip codes

gender

age

household

income

*Additional targeting on in-market shoppers coming in Q3


Our Enhanced Mobile Targeted display product leverages new technologies to deliver new features

Cost effective ad delivery across massive ad network

real time bidding techniques on big ad exchanges

Pinpoint accuracy in delivering ads -shopping mall, ballpark, car dealership

GPS & Wi-Fi locationfrom customer’s phone

Cost effective ad delivery across massive ad network

proprietary & partnerdata collection on

customers

Ad campaign automaticallyoptimized for click through rates

machine learningtechnologies


25+ billion monthly impressionsacross 20,000+ mobile appsand websites including:


Our new mobile display productlets you talk to your customerswhile they surf or use apps

banner ads

your ad here

interstitial ads

your ad here


Pinpoint delivery by location,day of week, and time of day

target shopping centers, auto malls, stadiums, colleges, neighborhoods, key competitors - during specific days of the week and times of the day.

Sample mobile impressions around Stevens Creek Auto Mall - each dot is an average of 15 ad views.

pinpoint delivery


YP is offeringEnhanced Mobile Targeting to key local advertisers

CPM based pricing $8/CPM

Minimum contract size $5K minimum and $5K/month

For $5K, YP delivers 625K impressions over one month

pricing

first 20 customers receive custom mobilead and land page at no cost ($2,000 value)

special offer

Delivery and value proposition

We are selling ad impressions

Customers can expect clicks, etc.


“YP delivered extremely sophisticated, high impact audience targeting and mobile ad campaigns in key local markets.”

Kevin Vine, Senior Manager, Digital Marketing, Dunkin’ Brands

Contact your YP sales person or email [email protected] for more information

Targeting:• Providence, RI and

Bristol County, MA markets

• Select competitors’ historical customers

• Geo-fence of competitors’ locations

Results:

• 18% of all clicks Saved the Coupon to phone

• 26% of top competitor’s clicks Saved Coupon to Phone

Dunkin’ partnered with YP to run a hyper geo-targeted campaign that targeted competitors’ customers with tailored mobile coupons.

Results will vary dependent upon individual campaigns, categories and geographies. Past performance is no guarantee of future results. Under no circumstances may this data be used to project individual results, which will vary depending on factors like category and geography, as well as factors unique to each business and/or advertising campaign.

mailto:[email protected]


Targeting through location- based behavioral profiles and scientific campaign optimization drove incremental store visits and 2x ROAS!

Targeting:• W21-45, HHI

$50k+• Customers of

several competitive brands

• DMAs: New York, Chicago, LA

Fashion Retailer

Results:• Average CTR: 1.0%• 8% of clicks visited

stores• Over 2,000 visitors to

stores• 2x ROAS

A national Fashion Retail brand targeted competitors’ shoppers to drive over 2,000 store visitors.





Agent visits were measured using proprietary location-based Store Visit Measurement technology.

Targeting:• Age 25-49, HHI: $50k+• Mobile and Tablet

placements• Conquested several

competitive brands• States: NY, CA, TX• Flight: 3 months

Insurance Company

Results:• 0.74% CTR• 2.5% of clicks took

secondary action (email, map, call)

• 8-10% of clicks visited agents

• Over 34,000 visitors to agents

National Insurance company targeted competitors’ customers and specific demographics to drive over 34,000 agent visits.



Placement % Email % Mapped % Called

Tablet 65% 34% 2%

Mobile 8% 88% 4%

Secondary Actions by Placement



“This was not even an exercise in branding, but an exercise in sales,”

Melissa MacCaull

VP of Marketing, Piaggio Group America

“The campaign had the highest click-through rates of any other aspect of the program, including search and online display,”

Melissa MacCaull, VP of Marketing Piaggio Group America

Targeting:• Retargeted Vespa and

Moto Guzzi shoppers• Motorcycle enthusiasts• Demographics

(high HHI)

Mobile Measurement: Finding the Metrics that Really Matter

Results:• Banner CTR: 0.75%• Interstitial CTR: 2.33%• 4x lift over untargeted• 9% of clicks visited

the dealer

YP’s mobile display advertisingcampaign for Piaggio’s Vespa and Moto Guzzi brands generated break-away results




“Have a testing mentality － always”

Tim Kraus, Director of Digital Marketing, Quiznos

Targeting:• San Francisco, Madison,

Seattle test markets• Targeting competitors

customers (Subway, McDonald’s, Wendy’s)

• < 10 miles of location

Mobile Measurement: Finding the Metrics that Really Matter

Results:

• 6% lift in sales over national average

Quiznos never stops testing and has been working withYP since 2012 to continuously improve results.




Health care company drove 1.2% click-thrus, exceeding industry standards and expectations.

Targeting:• Female A20-45• HH w/ Children• HHI $75k+• Geo: zip list provided

for each location

A Health Care Company

Results:• IO Delivered in full and

received 265k added value impressions (value $1,325!)

• Had the highest CTR from secondary actions--click to make appointment 1.2% CTR which is over industry average!

• Received 54 calls total with 28% of them over 30seconds.

A national health care company made customers aware of a new appointment-making feature with greater than expected click-through rates and immediate action.





Optimizing the campaign increased click through rates in the first 3 weeks of the campaign which delivered in full.

Targeting:• Geo (LA (zips),

Riverside, San Diego, Dallas, Houston)

• Hispanic Audience • Mobile / Tablet Static

Placements

A Health Care Company

Results:• IO Delivered in full and

received 48k bonus impressions

• Gradual overall increase in CTR

• First 1-3 weeks of campaign observed learnings and optimized – CTR rose!

• CTR on average stayed in range of 0.8-1% each week by DMA!

YP delivered greater than expected results for a national health care company focusing on Hispanic market. By analyzing results, click through rates increased through optimization.



Differentiators

Key Phrases/Differentiators

• YP can help you reach audiences: The ideal prospects for your business, your competitors customers, and more.

• YP now delivers targeted Search and Display advertising on all devices

• We are the leader in mobile, helping advertisers reach consumers any time, any place they connect

• We can now target people, not places. (Use an example, i.e I’m at NYU today, my kid is at NYU, we have different locations that create different profiles for us. You wouldn’t want to run the same ad to both of us)

• We can deliver audiences, using the entire web to find the right customer for you: We have access to over 150M users

• Our 150M Profiles driven by behavioral, demographic, lifestyle, shopping and location data – if you want to target high income people that are shopping for a particular brand or brands of cars when those people are in a certain location….then we can do it”.

• Mobile display is part of a suite of products designed to help you reach the right prospects and convert them to customers.


Interested Customer: What’s Next


Customer interested…Now What?

• Begin the CAMPAIGN BRIEF.• As simple as WHO/WHAT/WHEN/WHERE

• WHEN?• Is this campaign going to be around a holiday, a

certain event, or a particular time of year?

• WHO?• Who does the customer want to target?• Age/Race/Income/Education/Gender & Age?• Brand Shoppers• Some “general lifestyle” buckets

• WHERE?• DMA/Radius around Location/Zip Lists

• WHAT?• Do you have creative? Digital Assets? Logos?

Message?• We can create for you (


Campaign Brief

Where/Geo Targeting

Who are we targeting / Audience Demographics

Web address or phone number/Click-thru URL or Click to Call Agent

Special Instructions (anything here about specifics from customers)

Start date and finish date


Process High Level Overview

• Email fully completed campaign brief to [email protected]

• RFP returned to you in 3-5 business days



RFP Example


ADT Proposal

• Goal:• Drive quote requests and online quotes

• Campaign:• Mobile display targeted at:

• Nationwide• Ages 25-54• Customers of major DIY, home insurer and home

services brands

• Banners click through to landing page with promotional message to trip calculator

28


Size of target audience – Competitors (DIY)

29

Target Profiled UsersImpressions per

Month (000)

Ace Hardware 655,284 55,699

Do it Best 51,883 4,410

Harbor Freight Tools 125,424 10,661

Lowe's Home Improvement 3,374,505 286,833

True Value 583,120 49,565

Home Depot 4,516,588 383,910


Size of target audience – Competitors (Home Services)

30

BrandProfiled Users

Impressions per Month (000)

ADT 1,340,561 113,948

Sherwin Williams 655,768 55,740

ServiceMaster Clean 161,665 13,742

SERVPRO 199,183 16,931

Stanley Steemer 39,826 3,385

TruGreen 23,117 1,965


Size of target audience – Competitors (Homeowner’s Insurance)

31

BrandProfiled Users

Impressions per Month (000)

Allstate Insurance 2,473,611 210,257

Farmers Insurance 1,191,895 101,311

Nationwide Insurance 710,138 60,362

American Family Insurance 519,694 44,174

American National Insurance 67,112 5,705

Prudential Insurance Company 48,975 4,163

Shelter Insurance 157,840 13,416

State Farm Insurance 2,895,641 246,129

Texas Farm Bureau Insurance 160,846 13,672


Banners click through to free quote page

32

Mobile Banner

Campaign look & feel:

• Banner ads present offer to the user

• Click thru to sign up for a new home security system

• New creative could be implemented promotional material

FREE Security Review & Affordable Home

Security. Protect What Matters Most.


Performance measurement

• Will measure:• Impressions, Clicks, CTR

33


Proposal

34

Budget TBD

Price $5 CPM or $0.65 CPC

Total Impressions TBD

Flight Dates 8/1/2014 to 10/31/2014

Geography Nationwide

Creative TBD

TargetingAges 25-54 and customers of major DIY, home insurer or home services brands

30 words to know

Documents

yp marks

yp logo

yp search

consumerfor yp

yp andthe webif

respective owners

timein mobile

mobile ad campaign fora