Yellow Pages: Market Shift to Mobile Advertising 2009-2010

Content

• 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
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Tables
  • 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