Tactical Search: Local

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Tactical Search Local Mobile Search

• Dana Todd, CMO, Newsforce (Moderator)
• Zach Anderson, VP Marketing, TicketCity
• Sean X. Cummings, Director Marketing,
  Ask.comErika Moersch, Manager Paid Search,
  OutriderIan White, CEO, Urban Mapping

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Local Search Intro

• Local Search IYP search companies
• Yellowpages.com network 20.2 share
• Superpages network 20 share
• Yahoo Local sites 17.9 share
• Google Local sites 15.1 share
• Yellow Book network 8.6 share
• Microsoft Local sites 4.8 share
• Citysearch
• Ask.com AskCity

Source comScore March 2008
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Mobile Search Intro

• Mobile Search multiple opportunities players
• WAP/Search Advertising
• SMS Advertising
• Mobile Local Search
• Voice Advertising
• Coupons / QR Codes
• SMS Marketing
• 4Info.net, Google SMS 1-800-FREE-411

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Case Study TicketCity

• Sell tickets for events across US World
• 75 B-to-C revenue from online/search
• Heavy investment in PPC SEO
• Downsized YP to invest in Local Search (IYP)
• Higher ROI with Superpages than search
• Superpages ROI exceeds traditional YP
• Local Search residuals
• Shorter sales cycle
• Brand building
• Mobile Search Evolving - Using 1-800-FREE-411

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Case Study TicketCity

• Currently ranked 1 in our category using
  Superpages PPC program

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Case Study TicketCity

• Category sponsorship in Yellowpages.com secures
  top placement provides detailed company info.

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Why Invest in Local Search?

• Local Search is a targeted, captive audience
• 17 more likely to buy than SE users
• 42 more likely to buy than overall online pop
• Local Search has effective community for users
• Reviews, directions, ratings, comments video
• Local Search is an attractive market
• 60 of users earn 60K per year
• IYPs investing millions to lure users

Source comScore/TMPDM Search Study June 2007
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Why Invest in Mobile Search?

• Mobile industry growing rapidly
• By 2010, over 250 mobile users in US
• 90 of US population accessible
• Mobile spending is increasing
• Mobile Search 2007 83 million
• Mobile Search 2008 244 million
• Mobile Search 2012 3 billion
• Get in before the water is completed crowded
• By 2012 new media spending increase 82

Source eMarketers March 2008 PQ Media March
2008
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Local Mobile Search Extra Tips

• Spend in moderation
• Monitor how both mediums evolve
• Find a good partner
• Take advantage of the free opportunities
• Update your listings
• Get people to rate your business