Simba Information's Yellow Pages: Market Shift to Mobile Advertising examines the state of the U.S. yellow pages directory publishing industry with a focus on mobile advertising in terms of revenue, growth and market share for leading publishers, as well as trends and forces that are shaping the market overall.

Although revenue for total U.S. advertising media has declined in recent years due to weak economic conditions, yellow pages advertising has experienced growth in the 2% range for the last few years, before witnessing a slight decline in 2008. Simba provides a glance into the past, present and future of yellow pages advertising by segment—print, online and mobile.

Yellow Pages: Market Shift to Mobile Advertising includes industry revenue forecasts, industry usage figures and comprehensive profiles of leading companies.

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