Local Media Tracking Study

Ramp up Your CommunicationUtilizing Local Media Data for Sales and Marketing Efforts

Useful Tools & Resources from the LSA Local Media Tracking Study…

Communication Resources

Digital Dashboard®

Online & Mobile Data

New for 2014

Agenda

Communication Resources

Sales Material

Trade Show Material

PR Materials

Communication the LMTS Supports

Annual Report

Annual Report

PocketPiece

PocketPiece

26 Electronic Equipment and Supplies-Dealers 0.584% 27.527 Furniture-Retail 0.552% 25.928 Hospitals 0.527% 24.829 Landscape Equipment and Supplies 0.520% 24.430 Insurance 0.517% 24.331 Lawn Maintenance 0.496% 23.332 Computer-Dealers 0.489% 23.033 Book Dealers-Retail/Used and Rare 0.440% 20.734 Shoes-Retail 0.429% 20.235 Discount Stores 0.415% 19.536 Optometrists/Optometrists O.D. 0.401% 18.837 School Information 0.383% 18.038 Electric Contractors 0.373% 17.538 Barbers 0.373% 17.540 Appliances - HH - Service and Repair 0.366% 17.241 Contractors-General 0.355% 16.742 Service Stations-Gasoline and Oil 0.348% 16.443 Churches 0.338% 15.944 Hotels and Resorts 0.327% 15.445 Bakers-Retail 0.320% 15.046 Theaters 0.313% 14.746 Appliances - HH - Major and Small 0.313% 14.748 Nurseries-Plants-Trees Etc. 0.309% 14.548 Pet Grooming 0.309% 14.550 Jewelry and Watch Retail and Repairing 0.306% 14.4

Rank PYP Heading Share of Total Usage 2013 Usage Estimate (Millions)

1 Restaurants-Fast Food-Other and Non Specific 7.785% 365.92 Physician and Surgeons-Specialist and Non Specific 3.973% 186.83 Beauty Salons 2.714% 127.64 Automobile Repairing and Service 2.496% 117.35 Pizza 1.902% 89.46 Auto Parts - New and Used 1.741% 81.87 Plumbing Contractors 1.649% 77.58 Grocers Retail (Supermarket) 1.308% 61.59 Dentists 1.188% 55.8

10 Pharmacies Or Drug Stores 1.136% 53.411 Internet 1.037% 48.712 Food Products 1.013% 47.613 Auto Dealer - New and Used 0.992% 46.614 Hardware-Retail 0.956% 44.915 Attorneys/Lawyers 0.890% 41.816 Government -Local,County,State - Postal Service - Police and Fire Department 0.883% 41.517 Department Stores 0.868% 40.817 Tire Dealers 0.868% 40.819 Home Improvements 0.770% 36.220 Veterinarians and Animal Hospitals 0.686% 32.221 Employment Agencies 0.650% 30.622 Pet Shops 0.636% 29.923 Clothing Bought and Sold 0.612% 28.824 Florists-Retail 0.605% 28.425 Banks and Credit Unions 0.587% 27.6

The 2009-2013 LSA LMTS: Top PYP & IYP Headings -Rank Order (PYP Headings ranked on 28,440 references in 2009-2013)

Heading Rank

Rank PYP Heading Share of Total Usage

2013 Usage Estimate (Millions)

6 Auto Parts - New and Used 1.741% 81.8

Store Circular/Email/

Promotion/Coupon Daily DealsNewspaper/Magazines

Ratings/Review Sites

Internet Social Networks Company Websites

Supermarket 54% Photographers 38% Newspapers 51% Child Care 33% Photographers 36% Carpet & Rugs 100%

TV & Radio Dlr. 50% Travel Agen. 30% Apartments 46% Carpet Cleaners 30% Child Care 30% Swim Pool Equip. 100%

Tools-Other 43% Health Clubs 29% Employ. Agen. 42% Health & Diet 29% Internet 28% Hobby/Model Shop 100%

Toys 39% Dry Cleaners 28% Fruit & Veg. 38% Florists 28% Music 25% Major Appliance 100%

Craft Supplies 39% Nail Salon 25% TV & Radio Dlr. 37% Auto Body Rep. 27% Games & Supplies 22% Employ. Agen. 93%

Food Products 39% Massage 25% Auto Dealers 32% Auto Towing 25% Coffee & Tea 22% Health Clubs 83%

Major Appliance 37% Gymnasiums 21% Lawn Equip. 32% Musical Inst. 25% Food Products 21% Building Mat 75%

Clothing 37% Carpet Cleaners 20% Supermarket 30% Games & Supplies 24% Florists 21% Telephone Cos. 75%

Carpet Cleaners 36% Beauty Salon Sup 20% Food Products 29% Hotels 23% Newspapers 20% Guns 75%

Computer Dealer 34% Computer Dealer 19% Beauty Salon Sup 29% Electric Contr. 23% Employ. Agen. 20% Loans 70%

Pizza 34% Clothing 29% Fruit & Veg. 20%

Major Appliance 29% Video Games 20%

Based on 2013 LMTS - Products/Services Searched for in Past Week and Sources Used in Search

Discover

Top % of Searches by Media Source

Consider

Daily Deals – Photographers 38%

38% of those looking for a Photographer used Daily Deals

in their search

SOURCES HEAT MAP Seek

Searches Base*PYP/IYP/WP (Net)

PYP/IYP (Net)

PYP/WP (Net) PYP IYP PWP

IYP/SE (Net) SE

Restaurants 6569 32% 29% 22% 17% 16% 9% 71% 66%Supermarket 1927 20% 15% 14% 9% 8% 9% 41% 37%

Physicians 1460 66% 52% 52% 38% 21% 29% 53% 45%Beauty Salons 1271 52% 42% 39% 29% 21% 19% 59% 51%

Pizza 1196 44% 36% 32% 23% 17% 14% 58% 50%Auto Repair 842 60% 52% 50% 41% 21% 21% 54% 47%Pharmacies 802 40% 30% 31% 21% 12% 17% 48% 42%

Clothing 742 20% 18% 13% 10% 12% 7% 68% 65%Auto Parts 712 61% 55% 51% 44% 19% 20% 57% 49%

Food Products 645 29% 26% 21% 17% 16% 12% 62% 57%Auto Dealers 605 41% 34% 30% 22% 18% 14% 73% 68%

Banks 605 36% 28% 26% 17% 15% 16% 67% 61%Plumbing Contr. 559 65% 58% 54% 46% 24% 20% 49% 40%

Gov/Mail/Emer Sv 476 41% 26% 32% 16% 12% 22% 66% 61%Dept. Stores 468 28% 25% 21% 17% 12% 9% 65% 60%

Dentists 462 66% 58% 51% 42% 26% 22% 59% 51%Hardware 448 47% 39% 37% 29% 14% 17% 53% 48%

Electr. Equip. 432 31% 30% 21% 19% 18% 9% 80% 76%Theaters 432 25% 22% 15% 12% 14% 7% 82% 78%

Retail Shoes 419 24% 22% 15% 13% 13% 7% 75% 72%Furniture 417 30% 27% 22% 18% 12% 9% 71% 69%

Service Stations 401 21% 17% 16% 11% 9% 9% 48% 46%Hotels 398 29% 26% 17% 13% 17% 7% 81% 77%

Tire Dealers 393 50% 45% 38% 34% 19% 14% 65% 61%*Based on 2013 LMTS - Products/Services Searched for in Past Week and Sources Used in Search

Source Heat Map by Search

Searches Base*

PYP/IYP/WP (Net) PYP IYP PWP SE

Plumbing Contractor 559 65% 46% 24% 20% 40%

Heading Reports

Heading Reports

Other Materials – Brochures, Etc.

Digital Dashboard

Digital Dashboard®

Online and Mobile Data

Of those who use coupons, store circulars,

and/or email promotions, 6 in 10 use an online

version of these.

About two-thirds of consumers trust an

online source most for finding local

business information

Mobile websites are preferred 2 to 1 over

mobile apps

Consumers’ Last Mile of Advertising

Specifically for local searches on the internet…

May use more than one method. Among n=14159 Past Week Searches for IYP, Search Engines, Social Networks, Ratings & Reviews and Daily Deals

73% Searched with a Laptop or Computer

34% Searched with a Mobile or Smartphone

11% Searched with a Netbook or Tablet

How the Internet is Accessed

Which devices were used for info and purchase…

Device Preferred When Looking Up Information

Device Preferred When Making Online Purchase

Among n=7473 Past Week Searches

While 71% of consumers claim

to prefer computers or

laptops to look for information…

85% say they prefer computers or laptops

when making the purchase.

…40% actually use a mobile/smartphone or tablet/netbook at the

start of a search.

How Purchases are Made

Device Used 1st to Look Up Info Online

New for 2014

Number of purchases per category

Sources used by category

Number of businesses considered

Average amount spent

New LMTS Information For 2014

Categories of products and services purchased in the past 12 months

Questions?