Scoring with Mobile
scoring with mobile:
hitting a homerun social + mobile: show me the money | chicago | august 21-22
to score you have to be in the game
400 million
in mobile revenue1 Chicago’s favorite #3 Harold Baines
#3
in mobile revenue1
1. International Data Cooperation (IDC), June 2014 © 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.
first base:
consumer utility
#26
ranked mobile web domain1
Chicago’s favorite #26 Billy Williams
1. comScore Media Metrix (U.S.) Multi-Platform, Top 2000 Web Domains, June 2014 © 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.
YP search traffic is growing & 50% is mobile unique visitors 2012-present
mobile web & apps web
100M 80M 60M 40M 20M 0M
2012
2013
Source: YP Internal Data © 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.
2014
second base:
location & data
3.4 billion bid requests
150 Million
500 Million
20 Million
updates1
profiles
POIs
Source - YP Internal Data, August 5th, 2014 © 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.
third base:
insights
top mybook bookmarks1 (u.s. brands) 1
Walmart
2
Holiday Inn Express
3
Pizza Hut
4
Regal Cinemas
5
Papa John’s Pizza
6
US Post Office
7
Enterprise Rent-A-Car
8
Best Western
9
Lowe’s Home Improvement
10
The Home Depot
11
Domino’s
12
LongHorn Steakhouse
13
CVS Pharmacy
14
Walgreens
Source - YP Internal Data, August 2014 © 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.
the crosstown classic (by location) 1
wrigley field u.s. cellular field
8%
33% 67%
% total impressions
1. July Search Terms by location on YP - YP Internal Data © 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.
92%
% of total clicks
click-throughs & secondary actions by industry vertical
average CTR
auto
1.1%
healthcare
0.9%
energy
0.9%
telecom
0.8%
retail
0.8%
insurance
0.7%
QSR
0.7%
grocery/pharmacy
0.7%
education
0.7%
1. YP Internal Data, August 2p14 © 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.
average secondary action clicks
retail
5.3%
QSR
32.8%
advertiser ROI + publisher success =
home run
YP consumer brand + location & proprietary data + valuable insights
most valuable partner Dunkin’ partnered with YP to run a hyper geo-targeted campaign to send tailored mobile coupons to competitors’ customers.
targeting:
results:
Providence, RI & Bristol County, MA markets
18% of all clicks saved the coupon to the phone
select competitors’ historical customers
26% of top competitors’ clicks saved coupon to phone
Geo-fence of competitors’ locations
© 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.
second base:
third base:
location & data
insights
first base:
consumer utility
advertiser ROI + publisher success
thank you visit us at: national.yp.com
hitting a homerun social + mobile: show me the money | chicago | august 21-22
to score you have to be in the game
400 million
in mobile revenue1 Chicago’s favorite #3 Harold Baines
#3
in mobile revenue1
1. International Data Cooperation (IDC), June 2014 © 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.
first base:
consumer utility
#26
ranked mobile web domain1
Chicago’s favorite #26 Billy Williams
1. comScore Media Metrix (U.S.) Multi-Platform, Top 2000 Web Domains, June 2014 © 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.
YP search traffic is growing & 50% is mobile unique visitors 2012-present
mobile web & apps web
100M 80M 60M 40M 20M 0M
2012
2013
Source: YP Internal Data © 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.
2014
second base:
location & data
3.4 billion bid requests
150 Million
500 Million
20 Million
updates1
profiles
POIs
Source - YP Internal Data, August 5th, 2014 © 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.
third base:
insights
top mybook bookmarks1 (u.s. brands) 1
Walmart
2
Holiday Inn Express
3
Pizza Hut
4
Regal Cinemas
5
Papa John’s Pizza
6
US Post Office
7
Enterprise Rent-A-Car
8
Best Western
9
Lowe’s Home Improvement
10
The Home Depot
11
Domino’s
12
LongHorn Steakhouse
13
CVS Pharmacy
14
Walgreens
Source - YP Internal Data, August 2014 © 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.
the crosstown classic (by location) 1
wrigley field u.s. cellular field
8%
33% 67%
% total impressions
1. July Search Terms by location on YP - YP Internal Data © 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.
92%
% of total clicks
click-throughs & secondary actions by industry vertical
average CTR
auto
1.1%
healthcare
0.9%
energy
0.9%
telecom
0.8%
retail
0.8%
insurance
0.7%
QSR
0.7%
grocery/pharmacy
0.7%
education
0.7%
1. YP Internal Data, August 2p14 © 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.
average secondary action clicks
retail
5.3%
QSR
32.8%
advertiser ROI + publisher success =
home run
YP consumer brand + location & proprietary data + valuable insights
most valuable partner Dunkin’ partnered with YP to run a hyper geo-targeted campaign to send tailored mobile coupons to competitors’ customers.
targeting:
results:
Providence, RI & Bristol County, MA markets
18% of all clicks saved the coupon to the phone
select competitors’ historical customers
26% of top competitors’ clicks saved coupon to phone
Geo-fence of competitors’ locations
© 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.
second base:
third base:
location & data
insights
first base:
consumer utility
advertiser ROI + publisher success
thank you visit us at: national.yp.com
