billot pages jaunes

From directory to local media :

driving more traffic to local advertisers.

Julien BillotMoscow conference25th of april 2012

© Copyright PagesJaunes 2011 1

To introduce myself….

Julien Billot44 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.


PagesJaunes at a glance

Key 2011 Financial and Operating Statistics

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)

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

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

1

2

3


We are a local media.

Grow the

audience

Enrich the

content

Increase the ROI

1 2

3

Develop local content

DatabaseWebsites, videose-servicesUGC

Develop local media

PrintInternetAds/VerticalMobileMappingMeta-search

Manage value for Manage value for advertisers

Search, display, small adsBusiness Center

+ Partnerships+ Partnershipswith other local media

Local advertising


Our Mission as a media : engage users withlocal businesses.

BuyBook/Meet

Find a business

or a product

Compareand decide

Search for informationBe Open

USE

RLO

CA

L B

USIN

ESS

The engagement funnel

YP core position


PagesJaunes books : a strict and restrictive positioning.

BuyBook/MeetFind a

business or a

product

Compareand decide


USE

RLO

CA

L B

USIN

ESS


Internet is a game changer.

BuyBook/Meet

Find a business

or a product

Compareand decide


USE

RLO

CA

L B

USIN

ESS


PagesJaunes to become a ‘global’ local media.

BuyBook/Meet

Find a business

or a product

Compareand decide


USE

RLO

CA

L B

USIN

ESS

The engagement funnel

YP core position

Extended position for Pages Jaunes on digital


How content drive visibility for local advertisers.


Our deployment.

On line apointmentLead generationHotel Booking

Restaurant bookingDeals

Classified

Comprendre ChoisirVertical content in

PagesJaunes

MappyUrban Dive

Livecity.Zoom On

SearchSelf content

BuyBook/Meet

Find a business

or a product

Compareand decide


USE

RLO

CA

L B

USIN

ESS


40 millioninternauts

15 millionPJ

5 millionMappy…

20 millionPJG

37 millionGoogle

30 millionFacebook

38 millionTop 10 Nielsen

Our second mission to advertisers : bringthem maximum traffic.

Direct access SEO SMO

Partnerships


Re-invent web site positionning to drive direct access.

From Directory… to local media


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%***


Partner with Bing to deliver more traffic to advertisers.

Pâtisserie Leprêtre


Rely on Google SEO through advertiserscontent…


Rely on Google SEO through PagesJaunesbusiness listing…


Rely on Google SEO through PagesJaunescontent…


…. Indirectly driving traffic to embeddedPagesJaunes business listings.


Drive visibility to advertisers on mobile through partnerships….


…. And new devices integration.


As a conclusion, every time more traffic to advertisers.

1100 million visitsin 2009

pj.fr

pj.fr SEO

pj.fr SEM

pj.fr Partenariatspj mobile

mappy.com

mappy mobile

1380 million visits in 2011

pj.fr

pj.fr SEO

pj.fr SEM

pj.fr partenariats

pj.fr Bing

pj mobile

mappy.com

mappy mobile

+25%


Internet revenues(million euros)

Internet share on total revenues

2009 2012Ambition

Internet Annuaires imprimés

500

2009 2012Ambition

~2/3

43%

A strategy to deliver our ambition+50% internet revenues in 2012 vs 2009

~2/3 of Pages Jaunes revenues on internet in 2012+

+50%+50%


Thank you for your attention.