Advertisers 2011 Yellow Pages Metered Ad Study

The 2011 Metered Ad study incorporates studies conducted with advertisers both locally by
publishers (AT&T, Supermedia, DexOne, Yellow Book, and Local Insight Media) and nationally
in cooperative efforts between CMRs, LSA, and publishers.
The 2011 Metered Ad database contains over 300,000 separate advertiser studies (400,000
measured lines) conducted in the past 10 years. To insure relevancy to current markets, the 2011
Study uses only ads that appeared in the past 2 to 4 years for all ad types. Approximately 2.5%
of studies were removed as outliers, which left roughly 200,000 ads and 250,000 measured
lines as the basis for this year’s results.

Advertisers realize the full potential value from developed headings in Yellow Pages when they have both an incolumn ad and a display ad.

Past call measurement studies showed that advertisers benefit most from Yellow Pages when they use a combination of a display ad and a space ad to reach different sets of consumers. This analysis has been updated using data from the 2011 Yellow Pages Metered Ad Study with similar, reinforcing results. Only data from 2009 and 2010 directories are used in this study to insure results reflect current market dynamics. There were 1,136 call measurement studies where advertisers purchased both display and space ads in the same heading in the past two year period. The results from the current data are almost identical to results obtained in previous years – verifying that the dynamics of Yellow Pages usage have not changed.