The Rise and Rise of Local Advertising Bruce Akhurst Chief Executive Officer Sensis Pty Ltd 27 April 2006
local advertising: dramatic change technology: changing the way people shop Australian buyers and sellers: the most connected in the world
Helping you find, buy and sell 3
Yellow Pages®: That’s a lot of customers! Buyers 90% conversion to contact 70% conversion to sale Sellers 4 Independent research conducted by TNS in Sydney, Melbourne, Brisbane, Adelaide, Perth (August 2004 - July 2005)
Technology: a revolution in local advertising
people sme reach local, not global technology
4 uses per month 20 uses per month
local advertising: a long way in a short time
m I’ dy a y re bu to 9
1234 movie tickets (if able)
11
Mobility will ignite local advertising
You’re finding You’re buying 13
Proximity Alerts: Advertising on the go Sportswear Alert: Fit 4 All, 44 Elizabeth St 500 metres 14
Yankee Group, January 2006, As published in e. Marketer (www. emarketer. com) Top five mobile services that US mobile phone users would spend additional money on each month, by age, 2005 (as a % of respondents) 2 nd most popular 3 rd most popular 4 th most popular Would you pay more for Yellow Pages/DA mobile content? 15
Sensis’ directories are MORE popular with Google users. Roy Morgan, Single Source Australia, Jan – Dec 2004, base: Australians 14+.
usage is rocketing innovation will drive growth huge revenue potential
Click to call Transactions
local advertising: dramatic change technology: changing the way people shop Australian buyers and sellers: the most connected in the world
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