Presentation from the 2015 Local Search Association (LSA) Conference in LA, April 20-22.

1. State of the Association
Neg Norton
President, LSA

2. WHAT IS
DRIVING
LOCAL?

3. Today change is the only constant
400 Years of Print 48 Years
22 Years
of Digital

4. PAYTECHNOLOGY
Paper banknotes first
appeared in CHINA
during the
In 1913, the U.S. Federal Reserve established the
gold-backed dollar and in 1958 the first versions
of AMEX and Visa were issued.
IN 1997, MOBILE
COMMERCE WAS
FIRST INTRODUCED
BY COCA-COLA
There has
been an
explosion in
changing
technology
from mobile
payment
apps and
wireless,
contactless
payment over
the past 10
years.
Today mobile payments make up
a $50 billion market that is expected
to jump to $142 billion by 2019
800s
40% of consumers
used a mobile payment
application in the past year
UP FROM 8
PERCENT
IN 2013.
PAPER MOBILE

5. A MOBILE
WORLD
60% of consumers
use mobile devices to
find information on local
products and services
52% are “on-the-go”
Source: Local Search Association, “The Mobile Fanatics- How Mobile is Transforming Local Shopping,” 2015.

6. But also a local one
18%
35%
34%
13%
22%
38%
30%
10%
Every time Often Sometimes Never
2014 2015
How often do you use your smartphone while shopping in
malls, grocery or retail stores?
+11%
+9%
54% look for deals in store.
51% compare prices in store.
39% look at reviews in store.
Source: Local Search Association, “The Mobile Fanatics- How Mobile is Transforming Local Shopping,” 2015.

7. Source: 1 Local Search Association, “The Mobile Fanatics- How Mobile is Transforming Local Shopping,” 2015. 2 Vision Critical
2013 review of internet/client data +6,000 consumer “interviews,” IBM survey 2014. 3 Thrive Analytics, 2014.
59%
of consumers have been
influenced by social
media posts while
shopping locally.2
70%
of consumers will share
location information if
they get something of
value in return like a
deal/coupon.3
Mobile influences
local purchasing
decisions
55%
of smartphone owners have
tapped/clicked on mobile
ads while searching for
local products/services.1

8. Today, over half of
every retail dollar
spent is influenced
by digital.
~54% of all U.S. retail sales will be
influenced by digital media in
2015.
Nearly, 30% of all U.S. retail sales
will be influenced by mobile in
2015.
$325 Billion*
$1.5 Trillion*
E-Commerce
Sales
Digital
Influenced
Sales
$325 Billion*
$1.5 Trillion*
Source: *Forrester Research, “Web-influenced retail sales forecast” 2015.

9. Critical trends impacting local
Mobile device usage
and media time
Mobile payments and
digital wallets
Connecting the digital
and physical worlds
Location goes indoors
Location is the new cookie
(for mobile targeting)
Social media impact on
consumer purchase behavior
World of wearables
Personal assistant: mobile
successor to search
Internet of things
Operational and
transactional
services for SMBs
Rise of resource
sharing
1
2
3
4
5
6
7
8
9
10
11

10. WHY DOES
LOCAL
MATTER?

11. The impact of local on the US economy
Small firms
account for 63%
of net jobs
created.
Source: United States Census Bureau
SMBs (<500 employees)
employ 56 Million
people.
Businesses with <20 employees
employ 20 Million people.
Represent a significant portion of
private sector payrolls.
500 employees or less 48.5%
100 employees or less 34.5%
20 employees or less 17.9%
The 781,794 franchised small businesses in the U.S.
account for 40% of all retail sales and provide jobs for
some 8 million people.
The 24 million
small businesses
in America
account for
54% of all
U.S. sales.

12. Purchasing happens near home
Roughly 70%of the
nearly $18 trillion US GDP is
driven by consumer spending
that occurs within 20 miles of
home or work.
69% of mobile consumers
expect businesses to be within 5
miles or less of their location and
approximately 10% expect
businesses to be within 1 mile or
less of their location
Consumers will travel roughly
17 minutes to
shop and purchase products.

13. Dollars spent on local marketing are expected to rise
with significant increases in mobile & social.

14. Utilizing location technology & data will become
more important
Varied set of use cases, categories
and industries that can benefit from
indoor location:
• Retail stores/malls
• Entertainment venues, casinos, amusement
parks
• Airports
• Stadiums and arenas
• College campuses
• Hotels
• Hospitals
• Museums
• Others
**Source: Macy’s
Macy’s decided to roll out iBeacons
in all its 4,000 locations

15. Targeting and performance will improve
Source: Local Search Association, January 2015.

16. HOW LSA
HELPS

17. LSA Insights
LSA insights is the first third-party tool
that provides broad campaign
benchmarking capabilities across
media types. It also offers the unique
ability to drill down by industry vertical
and market to assess ad performance.
MONICA HOVP OF MARKETING, XAD
If I had a tool like this two months ago, I would
have change the way I pitched a few potential
clients. I think we could have got them with
some of this data you’ve shown me today.
MYLES BERGH, VP CLIENT STRATEGY,
MICHAELS WILDER AGENCY
The team here at Linkmedia 360 has found LSA’s
reports and insights to be extremely helpful in
supporting our new business efforts and proving
value across multiple media channels.
RENAE DABNEY, SVP, LINKMEDIA 360
For too long, the local media rep hasn’t had all the
necessary data to make a convincing argument to their
prospect or customer as to which media to invest in.
Now, with LSA Insights, the local media rep can build a
more compelling case and help earn the trust that’s
required to cement long term relationships.
NEAL POLACHEK, INDUSTRY ADVISOR, BUZZBOARD

18. Keyword Searches within Tax Preparation Heading

19. Co-Op
This sale would not
have happened, but
for the Co-Op dollars
available to the
customer.
A San Francisco consultant utilized a paint brand of Co-Op to
sell a $11K YP Direct Mail program.
This sale would not
have occurred without
Co-Op.
A YP Media Consultant in PA used Co-Op to prospect new
accounts. After finding a comic brand that Co-Op’d, he
contacted brand retailers and one of them purchased an
Enhanced Mobile Targeted using his Co-Op funds.

20. Total bills
reviewed in
2014: 6000+
publisher liability
EPR
advertising regulation
privacy
sales tax on marketing
services location tracking
AD EXPENSE DEDUCTIBILITY
optout
DISTRIBUTION
PUBLIC
POLICY

21. Research program
Q1 Research
 Topline Local Media Tracking Study Report
 25 Mobile Heading reports from LSA
 Top PYP & IYP Heading Report
 Local Media Tracking Study Annual Review Report
 Local Media Tracking Study Pocket Piece
 183 PYP/IYP Heading Reports
 Mobile Fanatics Report
 SMB report
 Comscore MobiLens and TabLens reports
Q2 Research Scheduled
 Benchmarking Survey Refinement
 ISS Reports to Review (183)
 Last Mile Advertising Heat Maps
 9 Point Heading Reports (255)
 LSA Insights Trend Analysis
 SMB Business Segment Report
 Consumer Report on Cross Media Usage Patterns

22. SMB trends
Only 35%can accept
mobile payments.
40%
37%
33%
21% Not Enough Time
Not Enough Knowledge or Expertise
Ad Budget Not Large Enough
Not Enough Resources to Hire Dedicated Personnel
SMBs Biggest Challenges with Online/Digital Marketing
56% stated they update their
websites every six months or
longer.
Percentage of SMBs with a Website by Business Size
60% have no strategy
to market to mobile
60% of SMBs
don’t utilize tools to
measure
performance or help
them manage their
business.
66% don’t have a way to
capture online reviews.
60% stated they have
websites that aren’t
optimized for mobile.
55% of
social media
pages are
updated
monthly or
longer.
65% of business listings are
updated quarterly or longer.

23. Current providers are falling short
25%
30%
45%
55%
60%
Other
Too Many Errors Made
Price is too high for the product/service
Poor Service Levels from Providers
Poor Program Results
Reasons for not being satisfied with current media providers (Scores 0-6).
Source: Thrive Analytics, “Local Pulse Survey”. January 2015.

24. What providers can start & stop doing
WHAT CAN PROVIDERS START DOING
TO BETTER SERVE SMBS
WHAT CAN PROVIDERS STOP DOING
TO BETTER SERVE SMBS
Source: Thrive Analytics, “Local Pulse Survey”, January 2014. N= 1,008 Small Businesses; Open-ended question used
text analytics to create word cloud of top responses.

25. ad to action AWARDS
Anne Mercogliano
Head of SMB
Marketing, Twitter
Christian Ward
EVP,
Partnerships, Yext
Janet Disbrow
Vice President,
National Sales, YP
Jeff Fagel
CMO, G/O Digital
Lutz Finger
Author of "Ask, Measure,
Learn" & Director
Data Science and
Engineering, LinkedIn
Jeff Glueck
Chief Operating
Officer, Foursquare
Monica Ho
Marketing,
Infrastructure, xAd, Inc.
Steven Jacobs
Deputy
Editor, Street Fight
Shreya Kushari
SVP, Search Marketing
& Performance
Media, DigtasLBi
Duncan McCall
CEO and Co-
Founder, PlaceIQ
David Mihm
Director of Local Search
Strategy, Moz
Faith Murphy
Director, Channel
Management & Reseller
Network, Yahoo
Trevor Nadeau
Managing Director –
EMEA, BuzzBoard, Inc.
Elise Neel
Head of
Sales, MapQuest
Manish Patel
CEO,
Where 2 Get It
Nathan Pettyjohn
Founder & CEO, Aisle411
Shelby Reno
Marketing Instructor & Former
Director of Marketing &
Communications,
TWO MEN AND A TRUCK
Sharon Rowlands
CEO, ReachLocal
Mike Vaccaro
Chief Revenue
Officer, Digitaria,
a JWT Company

26. STATE OF THE
ASSOCIATION

27. Growing and diverse membership
300+ members 33 new members already in 2015

28. LSA Board of Directors
Ben Wood
Director of Channel Sales Americas
Google
Sharon Sweeney
Secretary/Treasurer
President, Fairway Group
Bill Dinan
Chairman, LSA
President, Telmetrics Inc.

29. LSA Board of Directors
Andrea Cancro
EVP and Managing Director
Starcom MediaVest Group
Bill Dinan
President
Telemetrics Inc.
James V. Continenza
Executive Chairman and
Acting President and CEO
The Berry Company
George Hanna
EVP, Chief Legal Officer &
Board Secretary
YP Holdings LLC
Ben Wood
Director of Channel Sales
Americas
Google
Kevin Jasper
CEO
hibu US
Jed Nachman
SVP of Revenue
Yelp
Joe Walsh
President and CEO
Dex Media, Inc.
Katy Hunter
Senior Director of Partner &
Channel Marketing
Microsoft
Michael Fordyce
CEO
NinthDecimal
Norm Hagarty
CEO and Managing
Partner
DAC Group
Sharon Rowlands
CEO
ReachLocal
Sharon Sweeney
President
Fairway Group
Julien Billot
President & CEO
Yellow Pages Digital &
Media Solutions
Eric Webb
President
Marquette
Group/USMotivation

30. State of LSA
2014 financial results: Net income of ($132,000)
Reserve fund: $8.9 million
2015 budget anticipates revenues and expenses: $7.4 million

32. Thank you
Contact me:
214-696-5768 (office)
neg.norton@localsearchassociation.org
@negnorton