Date & Time
Starts: Tuesday, January 13, 2009 at 10:00am
Ends: Tuesday, January 13, 2009 at 2:30pm
Location
Car-X Auto Service
1375 East Woodfield Road
Suite 500
Schaumburg, IL 60173
Meeting Notes
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The remaining 2009 calendar of meetings for the ANA Telephone Directory Committee are: |
MEETING NOTES
I. AT&T PERSPECTIVE ON YELLOW PAGES
AT&T shared its perspective on the broad media marketplace and then made its case for yellow pages, including insights on search, internet yellow pages, and the portfolio of AT&T products.
Speakers: Chuck Lee, Executive Director - AT&T Interactive and Janet Disbrow, VP, National Sales & Marketing - AT&T
View Snapshot
View Presentation
View November 2008 deck from Morgan Stanley analyst Mary Meeker
In summer 2008, members of the ANA Telephone Directory Committee participated in a joint ANA/Deutsche Bank survey. In that survey, AT&T's Yellowpages.com was unanimously viewed as the best local search platform among U.S. print publishers.
II. EVOLVING METERED AD DATABASES TO BETTER SERVE ADVERTISERS
The industry has had recent discussions on evolving and improving current metered ad databases to better serve advertisers. ADM has the PAYS database while YPA's database is managed by Dennis Fromholzer of CRM Associates. There have been discussions about aggregating these into a single data base to make this a tool for advertisers. In this session we compared the YPA and ADM metered ad databases and discussed various related issues.
III. OTHER DISCUSSION
IYP Metrics and Testing: Internet Yellow Pages, compared to traditional print yellow pages, currently provide advertisers with limited testing opportunities for enhancements (video, audio), positioning, etc. Publishers are introducing new products and touting the value of the Internet Yellow Pages and encouraging advertisers to invest additional dollars in the medium. However, there needs to be more partnership from the publishers regarding testing. It was suggested that we might ask publishers to provide some type of call measurement research here.
IYP Date Integrity: There were complaints that IYP listings still have too many data integrity issues. One advertiser finds a "minimum discrepancy rate of 20%" and another noted that "it still takes a lot of effort to get errors fixed." Elnora Palms mentioned that Google provides the ability to quickly and easily correct listing information. Below are step by step instructions for uploading location files on Google. This information will feed into their search engine (including improving your presence on Google Maps) as well as 1-800-GOOG-411.
1. Establish a GMail account on Google
2. Sign-in to GMail account
3. Go to the following: www.google.com/local/add
4. Click on "Upload a data file"
5. Scroll down to the bottom of the page and click on "Browse"
6. Select desired location spreadsheet
7. Click on "Upload"
Topics for Future Committee Meetings: For future meetings it was suggested that we have more open discussions to share experiences and learn from one another. Specific topics could be:
IYP metrics and testing
Split between print and IYP-what's working and what's not
How dealers, franchisees, agents, etc. are being sold on the value of yellow pages
Managing the CMR relationship
Internal organization structure to manage yellow pages
Another content idea for future meetings is to invite publisher distribution partners such as Yahoo and Google.
Marketers in Attendance (4)
Janice Lucente (Committee chair)
Taylor Johnson, Car-X
Elnora Palms, U-Haul
Amanda Tillman, American Family Insurance
Marketers via teleconference (4)
Shannon Rodman, ServiceMaster
Dave Sedgwick, American Family Insurance
Sarah Stalnecker, Luxottica Retail
Adriana Thro, Enterprise Rent-A-Car Company
Guest Speakers
Janet Disbrow, AT&T (jd2425@att.com)
Charles Lee (cl3282@att.com)
AAAA/CMR Participants (all via teleconference)
Donna Campbell, AAAA
Kathleen DeCaire-Aden, SMG Directory Marketing
Claire Franks, AAAA
Bob Lamb, Wahlstrom Group
Tracy Manning, Berry Network
Blanche McGuire, Ketchum Directory Advertising (AAAA committee chair)
Jeff Vidakovich, MPG
ADM (via teleconference)
Nancy Augustine
Crystal Farrell
ANA Staff
Bill Duggan (bduggan@ana.net / 212 455-8010)