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Privileged and Confidential 2
(New Results Page)
Where consumers go on the Web when they “need something” local…
Need something?sm
Privileged and Confidential 3
Local Online Opportunity
◆ More and more consumers are searching online for local information– Over 63% of the US online population
conducted a “local search’ in July 2006– 83% of the sales impact of a local search
happens after the search takes place• Consumers research local purchases online
◦ Only 17% of local search results in a direct purchase◦ 20% of local search purchases happen during a
timeframe after the search is completed◦ 63% of local search purchases take place offline
– The majority of consumers conducting a local search are searching in their direct local market area
Sources: Local search webinar 10/06 comScore
Privileged and Confidential 4
Online Advertising Market
U.S. Online Advertising Spending
Source: The Kelsey Group; Feb. 2006
$7.8 B
$10.1 B
$12.7 B
$15.8 B
$19.0 B
$22.8 B
$27.3 B
2004
2005
2006
2007
2008
2009
2010
$0.7 B
$1.0 B
$1.6 B
$2.4 B
$3.6 B
$5.0 B
$6.2 B
2004
2005
2006
2007
2008
2009
2010
U.S. Internet Yellow Pages and Local Search Market
Explosive Growth through 2010
U.S. Online Advertising projected to grow 22% per year
IYP & Local Search expected to grow 42% per year
Online share of ALL advertising to double over the next 4 years
Privileged and Confidential 5
Industry Overview
Difference between Internet Yellow Pages and Local search engines– Uniquely different, yet very similar:– Going after many of same dollars (more local $ for us)– YELLOWPAGES.COM provides content for key online
players: Yahoo, AOL, Switchboard, etc.
IYP competitive advantages:◆ Deliver consumers “ready to buy” ◆ Provide faster, targeted search results◆ Strong local content, which drives usage◆ Sales force is differentiator◆ Offer & manage simple, convenient solutions
Privileged and Confidential 6
IYP Value Story
• IYP’s offer a more efficient local search experience than Search Engines:
- While search engines take 7.6 clicks to find desired result, IYP’s take 4.6 clicks
• IYP searches are more likely to result in a purchase within 1 month when compared with local searches via search engines
• Users spend more online & offline with IYP’s than with local search engines:- Online: 15% higher on average
- Offline: 10% higher on average
• YELLOWPAGES.COM delivers “ready to buy” consumers
− 73% of users who visit YELLOWPAGES.COM contact a business
− 45% make a purchase
IYPs are Efficient Local Search Sites with Enhanced ROI
Sources: YPA IYP vs. Local Search Study 2005; MORPACE International 12/04
Privileged and Confidential 7
YELLOWPAGES.COM Joint Venture
◆ 11/04/04 - SBC and BellSouth Announce Partnership and Acquisition of YELLOWPAGES.COM
◆ Ownership
– AT&T (66%)
– BellSouth (34%)
◆ Joint management control
JV Responsibilities
◆ Consumer Experience:Provide a leading search experience and destination site
◆ Organic Usage:Continue to invest in our brand to build organic usage
◆ Valuable Content:Acquire, organize & improve advertiser and consumer listing content
◆ Electronic Ad Products:Maximize ROI for our customers
◆ Distribution:Expand syndication through new interfaces & invest in consumer franchise
◆ Sales Execution:Increase our customer base and strengthen advertiser relationships
Organization
Privileged and Confidential 8
Internet Yellow Pages
Search Engine Marketing
Web site solutions
YELLOWPAGES.COM Advertising Products
Privileged and Confidential 10
National Ad Campaign
Launched National Ad Campaign
Spill Parking Garage
Park
Driving Rug Airplane
Rooftop
Exercise
◆ Campaign objective is to become the market leader in the Internet Yellow Pages and local search space by:– Establishing brand
identity– Increasing brand
awareness – Increasing use of the
site◆ Positioning:
YELLOWPAGES.COM is where you go online when you “Need something” locally
◆ The Campaign utilizes a strong mix of media:– National Network– National Cable– Online Advertising
Privileged and Confidential 11
YELLOWPAGES.COM Audience Growth
YELLOWPAGES.COM Nationwide Network audience has doubled over same period (comScore Aug06)
Over 1 billion annualized searches are projected through the YELLOWPAGES.COM Network in 2006
(Projection from Internal search stats from YELLOWPAGES.COM & Network partners)
YELLOWPAGES.COM site audience has nearly doubled since the launch of the new platform (comScore Aug06)
YELLOWPAGES.COM is the 84th largest site in the U.S.
(comScore Aug 06)
YELLOWPAGES.COM on Rapid Growth Pace
57,000,000
98,000,000 100,000,000
Jan 2005 March 2006 Sept. 2006
Privileged and Confidential 12
Focus on User Experience (UX)
YELLOWPAGES.COM Site Strategy
◆ Be the consumer destination of choice for finding things locally on the Web
◆ Develop the design, content and functionality to support an unsurpassed user experience
◆ Leverage the traffic associated with the best user experience to provide maximum value to local and national advertisers
◆ Ensure advertiser solutions work in harmony with the consumer experience
Support an ever
increasing loyal
user-base and
traffic proposition,
which can be
effectively leveraged
by local & National
advertisers
User Personalization• Recent Activities• Saved Listings• Personal Notes
User Notes
Privileged and Confidential 13
More User Experience (UX)
◆ Initial launch April 6◆ Three map views
– Road (Standard) – Aerial (Satellite and high-
flying plane photo images)– Bird’s Eye – (45 degree
photos) ◆ Smooth zoom, drag and
pan ◆ Nearly 100 new markets
planned for Bird’s Eye in 2006
◆ July 2006 – Launched feature to plot multiple local businesses
◆ Ongoing roadmap advances
Over 1/3
of Web users
visited a mapping
site in February
(Comscore)
New Next-Generation Mapping
Multi-point Mapping
Bird
’s E
ye P
hoto
s
Privileged and Confidential 14
Cross Platform Accessibility
“Device-Neutral” Consumer Accessibility– Wireless platform
relaunch– Cingular relationship
• Enhanced promotion on the deck
• New enhanced WAP applications
• Deeper integration
– Future initiatives, e.g.• Wireless beyond WAP• IPTV• Leverage AT&T and BLS
Strategies
– Optimize the user experience for the application
– Deliver value to advertisers
IPTV Channel
Privileged and Confidential 15
◆YELLOWPAGES.COM is the online directional advertising expert offering small- and medium-size businesses one-stop, complete solutions:–IYP (and future media, such as wireless and IPTV)
–Web site design/hosting–Search engine marketing–Extended distribution across key internet sites
We wrote the book on local search