Yell UK

1
Yell UK

• Paul Plant
• Head of Commercial Development

2
Yell Group

• FTSE 100 company
• Three operations
• Yell UK
• Yellow Book USA
• Yell Publicidad Spain, Argentina, Chile and
  Peru
• Turnover in excess of 2.0bn
• Yell UK product portfolio
• Yellow Pages and Business Pages printed
  directories (113 editions)
• Yell.com
• Yellow Pages 118 24 7

3
Yell.com online products
Advert Syndication
More traffic Yell.com / network
(In development)
Coverage Plus
National PPC
Performance based
National Banner
Prominence (listings / display ads)
Local Sponsored Listing
Advertiser Spend
Local Banner
Paid Inclusion (priority listings)
Site Builder
Web Link
Enhanced Listing
Advertiser value
Content Prominence Traffic Increased value
4
Yell.com online products
5
Yell UK online sales approach

• Online products sold by all sales channels
  Tele, F2F, Nationals
• Portfolio sale alongside all other Yell products
• New Media products included in standard initial
  training course
• Plus dedicated solus New Media teams in Tele and
  F2F
• Combination of prospecting (Tele) and growth
  opportunity (F2F) i.e. multi-area, multi-class,
  more complex/time-consuming sales
• Supported by dedicated creative experts in Yell
  Art Studio (site creation)
• Initial training via New Media specific induction
  course
• Specialist Agency Relationship Managers
• Primarily deal with specialist online
  media-buying agencies
• Yell also employs specialist New Media sales
  trainers

6
Yell UK online observations / learnings

• SME knowledge of New Media improving, yet still
  somewhat limited
• SMEs require education, guidance and
  demonstration
• Yell offers consultative, F2F demonstration via
  3G-enabled laptops
• Important role for trusted brands (Yellow Pages)
  with established, valued F2F relationships
• Opportunity to provide New Media products for
  customers not yet online
• Most popular products still Weblinks, Enhanced
  Listings and Local Sponsored Listings