Yellow Pages: Market Shift to Mobile Advertising 2009-2010

Table of Contents

Methodology

Executive Summary

Chapter 1: Overview of Mobile Advertising

• What is Mobile Advertising?
  • Mobile Web Advertising
  • Mobile Messaging as an Advertising Tool
  • Mobile Applications
  • Mobile Application Advertising Units
  • Mobile Application Connections
  • Buying Advertising in Mobile Applications
  • Mobile Video and Television
  • Buying Advertising in Mobile Video and Television
  • Mobile Advertising Guidelines
• Overview of U.S. Advertising Industry
• Yellow Pages Industry
• Usage Numbers Decline Slightly
• Yellow Pages Advertising Rates
• Yellow Pages Advertising Revenue at Regional Bell Operating Cos.
• Independent Publishers vs. Non-Bell Publishers vs. RBOC Publishers
• Mobile Activity Among Key Publishers
  • AT&T Advertising Solutions
  • Idearc Media
  • R.H. Donnelley
  • Yellowbook
  • Yellow Pages Group

• Table 1.1: Mobile Subscribers vs. U.S. Population
• Table 1.2: Mobile Search vs. U.S. Population
• Table 1.3: Mobile Marketing Association Global Code of Conduct
• Table 1.4: Revenue Growth in All U.S. Advertising Media, 2006-2009P
• Table 1.5: National vs. Local Advertising Revenue, 2006-2009P
• Table 1.6: Yellow Pages Advertising Compared to Local Advertising and All Advertising, 2006-2009P
• Table 1.7: Yellow Pages Share of U.S. Advertising, 2002-2009P
• Table 1.8: National vs. Local Yellow Pages Advertising, 2006-2009P
• Table 1.9: Yellow Pages Growth Rates, 1990-2009P
• Table 1.10: Yellow Pages References, 2006-2008
• Table 1.11: Print Yellow Pages References, Top 20 Headings, 2007-2008
• Table 1.12: Internet Yellow Pages References, Top 20 Headings, 2007-2008
• Table 1.13: Average Advertising Rate Increases, 25 Top RBOC Directories, 1990-2009
• Table 1.14: DHC Rates in 25 Top Directories by RBOC Publishers, 2008-2009
• Table 1.15: RBOC Yellow Pages Revenue, 2007-2009P
• Table 1.16: RBOC Revenue Change, 1998-2008
• Table 1.17: Yellow Pages Revenue Growth by Publisher Category, 1996-2010P
• Table 1.18: Yellow Pages Market Share by Type of Publisher, 1996-2010P

Chapter 2: Mobile and Yellow Pages Mobile Advertising

• Mobile Advertising
• Yellow Pages Mobile Advertising
  • TMP Directional Marketing
  • Wahlstrom Group
  • The Berry Co.
  • Ketchum Directory Advertising

• Table 2.1: Print, Internet, Mobile Share of Annual Yellow Pages Market, 2007-2010P
• Table 2.2: Yellow Pages Mobile Advertising Compared to Mobile Advertising and All Advertising, 2007-2010P
• Table 2.3: U.S. Mobile Advertising (Search and Display) Compared to All Advertising, 2006-2009P

Chapter 3: Forecasts and Conclusions

• Market Forecast
• Conclusions

• Table 3.1: Mobile Search Users vs. Non-Mobile Search Users, 2008E
• Table 3.2: Mobile Search Users vs. Non-Mobile Search Users, 2009P
• Table 3.3: Mobile Users vs. Non-Mobile Users, 2008E

Chapter 4: Profiles of Key Publishers

• AT&T Advertising Solutions
• Idearc Media
• Local Insight Media
• R.H. Donnelley
• Yellowbook
• Yellow Pages Group