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The Rise and Rise of Local Advertising Bruce Akhurst Chief Executive Officer Sensis Pty 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: 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 Helping you find, buy and sell 3

Yellow Pages®: That’s a lot of customers! Buyers 90% conversion to contact 70% conversion 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 Technology: a revolution in local advertising

people sme reach local, not global technology people sme reach local, not global technology

4 uses per month 20 uses per month 4 uses per month 20 uses per month

local advertising: a long way in a short time local advertising: a long way in a short time

m I’ dy a y re bu to 9 m I’ dy a y re bu to 9

1234 movie tickets (if able) 1234 movie tickets (if able)

11 11

Mobility will ignite local advertising Mobility will ignite local advertising

You’re finding You’re buying 13 You’re finding You’re buying 13

Proximity Alerts: Advertising on the go Sportswear Alert: Fit 4 All, 44 Elizabeth St 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 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 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 usage is rocketing innovation will drive growth huge revenue potential

Click to call Transactions Click to call Transactions

local advertising: dramatic change technology: changing the way people shop Australian buyers and sellers: local advertising: dramatic change technology: changing the way people shop Australian buyers and sellers: the most connected in the world