Year in review

WE BRING

SUCCESS

TO CANADIAN
BUSINESSES


Canadian entrepreneurs have enough to deal with, trying to run a business and keep up with how today’s online and mobile customers search, browse and buy.

At Yellow Pages Group, we are committed to supporting them and helping them demystify the digital universe. We are focused on offering them superior customer value while delivering qualified business opportunities.

Our 360° Solution offers a multi-channel approach which complements the challenges SMEs face, bringing single-point access to our entire suite of products and services. No other service provider offers such a comprehensive solution.

Yellow Pages 360° Solution offers:

  • Targeted print advertising - Print is still a powerful tool for Canadians looking for a business near them, with a monthly average of 42 million searches conducted last year. Print directories are found in 89% of Canadian households.
  • Presence on leading Canadian properties and applications such as YellowPages.ca online and mobile.
  • Managed website solutions and videos.
  • Customized Search Engine Marketing and Optimization — helping advertisers get the best possible result on search engines.
  • Access to a broad network and partners as well as to performance reporting through Yellow Pages Analytics which provides advertisers with detailed reports, so they can track and optimize their investment’s performance.

The Yellow Pages 360° Solution was launched via an award-winning national ad campaign. It is supported by a business to business website that showcases our portfolio of products and services that helps Canadian businesses with their overall marketing needs. This website was visited over two million times in 2011 and won Grand Prize at the Boomerang awards for best Business to Business website for the second year running.

KeepiNG up WiTH MOBile CANADiANS

Canadians are increasingly mobile, making search and purchase decisions while on the go. Our award-winning apps have been downloaded 3.7 million times. To help SMEs keep up with consumer behaviour, in 2011 we strengthened our mobile offering by:

  • Launching Sponsored Placement, which enables advertisers to top search lists made through mobile devices, and Brand Filter, which enables national businesses to showcase their brands alongside relevant searches.
  • Introducing ShopWiseTM just before the key holiday season. The new iPhone app saves time and money by pinpointing the best and nearest deals.
  • Adding new features and richer content, including an innovative deals feature on the YellowPages.ca mobile app that drive more ready-to-buy consumers to advertisers.

YPG apps are drawing strong reviews. YellowPages.ca won “Best in Mobile” at the Digi awards and is listed among Apple’s top apps for the second year running.

Investing

To increase
business leads

for advertisers

THROUGHOUT 2011, YPG INNOVATED
AND INVESTED TO KEEP UP WITH EVOLVING
CONSUMER NEEDS, MAKING ITS
DIGITAL PLATFORMS MORE ATTRACTIVE
TO CANADIAN CONSUMERS… AND
THEREFORE TO CANADIAN SMEs.

Our flagship site is now more personalized and easier to navigate, with user accounts, ratings and reviews, HD videos, enhanced maps and social media plug-ins. In late 2011, we launched an innovative deals feature which redefined local search by offering timely and relevant deals linked directly to business search results, based on one of the largest deals database in Canada.

Searching our database of over 12 million personal listings and 1.5 million local business listings is a richer experience than ever, with a completely redesigned site, enhanced with additional features and search functionalities. Canadians now have access to results aggregated from the leading social media networks, to help them refine their search results even more.

We redesigned Canada’s number one online destination for deals and shopping tools — a destination that attracts 1.5 million unique visitors each month. Now faster and more intuitive than ever, RedFlagDeals.com sports a new mobile app and one of the country’s largest deals databases, leveraging YellowPages.ca, our mobile apps and ShopWise… in addition to setting the stage for future innovations.

MEDIATIVE HITS THE GROUND RUNNING

In the year since its launch, Mediative has emerged as one of North America’s largest integrated digital marketing companies.

Its best-in-class digital media strategists and practitioners serve clients and agencies, maximizing the online presence of iconic brands such as WalMart, Future Shop, Best Buy, Disney, Martha Stewart and Toys ‘R Us, and managing ad inventory for over 500 websites.

Mediative’s digital advertising network reaches more than 15 million unique visitors per month.

In 2011 the respected industry authority, Top SEOs, named Mediative as its top Canadian pick in two Performance Solution categories.

The YellowAPI Developer program was launched this year to provide seed funding and support to app developers who integrate our advertiser database. To date, YellowAPI.com engaged over 1,500 developers and helped to launch over 30 new apps, while nurturing homegrown entrepreneurship and innovation. We are continually pursuing distribution partnerships with leading mobile and web properties to generate more traffic for our advertisers.

Corporate Social Responsibility