Converting the Mobile Visitor By Luke Edson

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Luke Edson, SVP National Markets, YP

CONVERTING THE MOBILE USER

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#SMX #25C @lfedson

Local mobile advertising will continue to be an important part of the media mix2.

Mobile has changed the game

32%

68%

2013

43%

57%

2018

National Local

Mobile will account for more than half of digital ad spending in 2015 – and 72% by 2019.1 1.  E-marketer, March 2015

2.  BIA/Kelsey, “US Local media Forecast 2015 Update, April 22, 2015 YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.

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Mobile is dominated by search

Native/Social 13%

Video 8%

SMS 3%

Search 51%

Display 26%

Local Share of Mobile Ad Formats1

It’s all about location, relevance and timing

78% of searches on mobile phones for local products and services resulted in a local purchase2

1.  BIA/Kelsey, “US Local media Forecast 2015 Update, April 22, 2015 2.  eMarketer U.S. Spending forecast Q2 July 2014 YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.

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Search fragmentation is caused by the zigzagging consumer who is continuously shifting focus between immersion and navigation

Mobile search has changed the consumer journey

YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.

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Discovery and immersion activity has fragmented, splintering off into niche, app-based environments.

Consumer search is fragmenting

50% of searchers do NOT use a major search engine. 1


1.  IDC “Local Search: Unleashing Opportunities for National Brands”, September 2015, commissioned by YP


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Google Microsoft Twitter Yahoo YP Other

Jan-13 Jan-14 Jan-15

Fragmentation leads to opportunities % of YP Searches on Mobile devices1

41% 63%

2014 U.S. Mobile Search Net Revenue Share2

1.  Internal Data. 2012-2015 2.  IDC U.S. Mobile Search Net Revenue Share by Vendor, 2014


Jan 2013 Jul 2015

46%

11% 10%

8%

7%

18%

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Opportunities to drive conversions

7

29%

50%

51%

58%

58%

63%

0% 20% 40% 60% 80%

Get opinions from friends

Find expert or customer reviews

Find specifications or details

Find coupons / deals

Find local prices

Find local locations that carry a nationally branded product or service you want

Survey Question: For each of the activities discussed in the last question, which ones would you do on a smartphone?

Local searchers use multiple devices But, the smartphone is a commonly used device across most of the local search activities surveyed.

Recent Local Search Activities on Smartphones1

1.  IDC “Local Search: Unleashing Opportunities for National Brands”, September 2015, commissioned by YP


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Mobile Searchers Convert on their devices

Marketers are looking for ways to expand their reach, increase exposure in local markets, and drive conversions to meet and exceed campaign objectives

1.4 Billion Mobile impressions1

2.5x higher CTR on mobile vs web1

74 Million Mobile Clicks1

320k calls per day generated by searches on YP via mobile devices2

1.  YP Internal Data – July 2015 2.  YP Internal Data

YP follows industry-standard privacy practices in its use of targeted advertising and YP consumers are able to manage the use of their collected information by opting-out of retargeted advertising. YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.

YPSM app and mobile web drive more than three calls to a local business every second

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YP℠ Audience Cartography tracks conversions

Mobile Searchers Convert with their feet

Store Visits1 ~2M

Home Work

1.  YP Internal Data – 2015

YP follows industry-standard privacy practices in its use of targeted advertising and YP consumers are able to manage the use of their collected information by opting-out of retargeted advertising. YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.

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Large Media & Communications Company

Challenge: Connecting with consumers when they move to a new location Solution: Utilize Cross Device Retargeting to target YP searchers in categories related to moving (moving & storage, furniture, real estate, utilities)

Results: §  Delivered over 4M highly targeted impressions over an

8 week period §  40% Calls to Sales Conversion*

*based on client data 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. YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.

Cross device retargeting delivers calls

CASE STUDY

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Top CPG Brand

Client objectives: Drive impulse buyers to download a coupon and redeem in-store

Results: Campaign’s performance exceeded all expectations §  13% lift in CTR was gained by adding brand logo to ad copy §  Top-performing ad copy achieved 0.56% CTR §  Mobile with full browser delivered highest CTR - 0.74% average

Solution §  700 keywords with a link to a downloadable coupon §  Execute a national campaign

Mobile search delivers 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. YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.

CASE STUDY

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Auto Group

Client objectives: A leading motor oil company in partnership with a large auto dealership group needed to drive users to dealership locations for oil changes. Solution: Applied Audience Cartography principles in conjunction with a strong offer and call to action to target the right audience and drive conversions

Results §  Impressions served: 15MM §  Users engaged: 1MM §  Store Visit Lift: 15X

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. YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.

Mobile display delivers store visits

CASE STUDY

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1. Based on campaign data

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.


Mobile display delivers store visits

Audience Cartography

Store Visits – Irving, Texas

Under Indexed: §  African Americans §  Hispanics §  Millennials

Over Indexed: §  Caucasian §  Asian §  Generation X §  Baby Boomers

Store Visits : Irving, Texas

Store Visitors1

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Local search zigzagging is universal Local searchers zigzag across sites and apps, with multiple devices, from multiple locations

§  Provide the customer an opportunity to engage and interact and support consumers’ needs for content, price comparison, inventory availability, and alternate sources.

§  Consider cross device advertising and present the brand in multiple contexts across a variety of devices.

§  Change the metrics you analyze


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Luke Edson SVP, National Markets, YP [email protected] @lfedson

#SMX #25C @AdWeekYP


Converting the Mobile Visitor By Luke Edson

Mobile

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