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Media Kit: Local Search and Advertising Solutions

AT&T Interactive and AT&T Advertising Solutions

Our broad portfolio of services includes featured listings on YELLOWPAGES.COM, YP.COM and YPmobile, search engine marketing, online video profiles, Web site development, Pay Per Call®, The AT&T Real Yellow Pages, and Digital Express

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Today's consumers search for local businesses, destinations and events using a variety of sources: desktops, laptops, wireless devices, traditional phones and print directories.

Combined, our print, online and mobile products receive over 5 billion consumer searches a year for local business information. Over 2008, we provided more than 1 million advertisers with valuable sales leads to help their business grow.

We are uniquely poised to deliver unsurpassed visibility and value to these consumers, and our advertisers, by offering local search capabilities that keep them connected — anywhere, anytime.

AT&T Local Search

AT&T Interactive, a subsidiary of AT&T Inc, is an industry leader in creating local search products and services that empower consumers to find and connect with businesses across the devices and interactive platforms they use most — including online, mobile, and TV. Formed in 2005 and renamed in 2008, AT&T Interactive develops, manages and delivers all online and mobile advertising products for AT&T — including its flagship property www.yellowpages.com.

AT&T Advertising Solutions is composed of a national sales force more than 5,000 strong that is responsible for all AT&T advertising sales. Our broad portfolio of solutions includes the AT&T Real Yellow Pages, featured listings on YELLOWPAGES.COM, YP.COM, and YPmobile, online video profiles, Digital Express, display and banner advertising, website development and search engine marketing.

AT&T Directory Assistance offers a wide selection of services to help consumers quickly and conveniently find the listings they need.

Products

AT&T provides comprehensive choices to consumers and solutions to business customers to help them connect. The bundled approach provides better value for advertisers and more options for consumers.

AT&T Advertising Solutions is the largest publisher of print Yellow Pages in the world, by revenue; we publish more than 1,250 Yellow Pages titles that are referenced more than 3.3 billion times annually in 21 states. According to syndicated research, on average, consumers in our markets turn to AT&T Real Yellow Pages more than three times as often as its closest competitor in the market it serves.

There are over 17,000 local businesses with video profiles on YELLOWPAGES.COM, YPmobile for the iPhone, and its branded YouTube channel (www.youtube.com/yellowpages), giving advertisers another way to interact with on-the-go customers.

YELLOWPAGES.COM, a leading Internet Yellow Pages and local search site, delivers rich advertiser content under the most intuitive URL in local search.

YPmobile apps are pre-loaded on the majority of new AT&T phones sold. Introduced in 2008, YPmobile for the iPhone allows people to discover, plan, and share local places and events while on-the-go. Named by Apple as a top free iPhone App and by PCWORLD.COM as among the five best free iPhone productivity apps, it also features location-based searches and access to user reviews.

AT&T recently acquired Plusmo, Inc., a leading provider of cross-platform mobile application solutions. The Plusmo platform dramatically reduces development time and costs by enabling developers to create widgets and applications in a way that enables easy deployment across multiple mobile operating systems and devices. It has also developed a number of popular sports widgets that average more than 100 million monthly mobile page views. The addition of Plusmo will give AT&T Interactive a greater ability to accelerate its application development on the three platforms that consumers use the most: mobile, the computer and TV.

Services

We employ a feet-on-the-street sales force that meets face-to-face with local business owners to provide effective advertising consulting and solutions while gathering the most up-to-date information for our directories.

Caller-paid 411 offers local, national and reverse-directory assistance for residential and business listings. When you call 411 from a mobile phone, we will connect you to the business at no additional charge. You can also request a text message with the business listing as well as a link to a map of the business's location.

1-800-YELLOWPAGES provides free nationwide ad-based directory assistance. The easy-to-use service, available from wireless and wired phones, gives you free access to business listings while providing advertisers the opportunity to reach buyers at a critical moment in their purchasing decisions.

Quick Facts

AT&T Local Search Quick Facts

Our broad portfolio of services includes featured listings on YELLOWPAGES.COM, YP.COM and YPmobile, search engine marketing, online video profiles, Web site development, Pay Per Call®, The AT&T Real Yellow Pages, and Digital Express.
We offer caller paid 411, a free, ad-supported option with 1-800-YELLOWPAGES which provides local, national and reverse-directory assistance for residential and business listings.
In 2008, we introduced YPmobile for the iPhone, which integrates location-based searches by allowing people to discover, plan and share local places and events while on-the-go.
Products include:
- Mobile: YPmobile, YP411
- Online: YELLOWPAGES.COM
- Phone: 1-800-YELLOWPAGES
- Print: AT&T Real Yellow Pages
- TV: YELLOWPAGES.COM on AT&T U-verse TV

Industry Outlook:

Industry analysts predict that demand for U.S. YELLOWPAGES.COM Pages and local search revenue is expected to grow from 25 percent from 2007 to 2012.

Research shows that: in the U.S., local search grew 58 percent in 2008, reaching an annual total of 15.7 billion searches and outpacing overall online search.
After e-mail and ringtones, looking up local information is the third most popular activity over a mobile data connection.
About 45 percent of adults turn to AT&T Real Yellow Pages each week; 67 percent turn to us each month; and 86 percent turn to us each year. YELLOWPAGES.COM received more than 1.8 billion local searches in 2008, increasing 21 percent between 2007 and 2008.
A recent study by Knowledge Networks (2008) found that when searching for a business or service, 77 percent of consumers say they turn to AT&T Real Yellow Pages.
Syndicated research shows that, on average, consumers reference AT&T Real Yellow Pages three times more than its closest competitor in the markets it serves.
The majority (54 percent) of Yellow Pages users are new customers to the business they select.
About 9 out of 10 AT&T Real Yellow Pages users make a purchase.

Advertiser Value

We give consumers valuable information about the products and services they need and deliver an excellent ROI to advertisers. Research shows that:

The AT&T Real Yellow Pages yields, on average, median sales returns of $12 for every $1 invested — better than other forms of media.
The AT&T Interactive Network - featuring YELLOWPAGES.COM - is among the top 30 web properties in the U.S. (according to comScore).
YELLOWPAGES.COM receives more than 20M unique visitors each month and 50M within its extended network, including Yahoo! Local, Yahoo! Yellow Pages, Mapquest Yellow Pages, MSN Yellow Pages, MSN Maps, MSN Cityguides, AOL Local Search, AOL Yellow Pages, Kudzu.com, Local.com, Anywho.com, Addresses.com, and Areaguides.net (comScore).
Among YELLOWPAGES.COM users, 74 percent will contact a merchant, and 55 percent of those will make a purchase.
According to AT&T Interactive internal statistics from Sept. 2008, 81 percent of videos played on YELLOWPAGES.COM were viewed in their entirety.
The AT&T Interactive Network is well positioned in mobile search, leveraging assets of 79.6 million wireless subscribers.
The second quarter mobile search growth rate was more than 250 percent faster than last year.