Local Search Association President Neg Norton's remarks during the Search and Information Industry Association's (SIINDA) "Making Transactions Happen" event in Munich.

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

2. The US landscape is complex and evolving…
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Dynamic & Rapidly
Evolving Marketplace
Changing Consumer Behaviors
Media Seller Challenges
SME Challenges

3. 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

4. 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”
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Source: BIAKelsey 2014, Xad/Telmetrics

5. 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.

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

7. 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.

8. 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

9. 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.

10. Several of LSA’s Award Winners Featured
Automated Solutions
• 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.
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11. Verticalize or Die…..?
Transportation Emergency Service Hotels Lawyers
Uber Urgent.li Airbnb Avvo
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12. 12
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.

13. mybook: Consolidating Fragmented Local Search
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YP Proprietary Information – to be used only pursuant to written agreement and/or consent.

14. Easily access key
info for businesses
I love
Allow consumers
to update
content/data as
part of
personalized
mybook
experience
mybook helps consumers in many ways.
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
Consumer Needs
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
mybook Platform
FIND CONSIDER CONNECT MANAGE
MYBOOK
14 YP Proprietary Information – to be used only pursuant to written agreement and/or consent.

15. Featured Collections are editorially curated
mybook Featured Collections
– Geo specific collections where
– Editorial captions provide the context for the businesses in the collection that
– Anyone can follow, share, and copy.
15 YP Proprietary Information – to be used only pursuant to written agreement and/or consent.

16. We have redefined our focus to better serve our
members…
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17. Our data shows it is a very dynamic marketplace…
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18. 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
HIGHLIGHTS:
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

19. These tools help LSA members make sense out of
the marketplace…
Allocation Models Optimizers
IYP
Social
Mobile
Search
PYP
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Optimum mixes
based on
performance
and consumer
usage factors.

20. Neg.Norton@LocalSearchAssociation.org
@NegNorton
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