The Almighty Local Dollar — Chuck Lee

“The Almighty Local Dollar”

PANELIST:

Chuck Lee, VP of Channel Marketing & Delivery, AT&T Interactive

Develop Manage

Plus local search brands, apps and inventory…

Deliver

Online Advertising

Mobile Advertising

Top 30 ranked Web sitecomScore March 2009

YP.COM Network Reaching over 40M UVscomScore Custom Entity; January 2009

Local Delivered - Anywhere, Anytime…

3rdMost Popular Data CategoryM:Metrics: January 2009; after ringtones and personal email

Local is Mobile

71% GrowthMobile Internet AccesscomScore: Jan. ’08 vs. Jan. ‘09

270+ MillionWireless Subs in the U.S.CTIA: April 2009

Evolving Advertiser Needs

Advertiser needs are changing with consumer behavior and demand:– Packaging Fragmentation across multiple

media channels and platforms are becoming increasingly important to reach ready-to-buy consumers

– Targeted ads are key to promoting consumer action and repeat customers

– Tighter budgets require more strategic spending of ad dollars and proof of ROI using campaign reporting and tracking tools

– New thinking and approach in order to reach a new generation of consumers