BIA/Kelsey Forecasts Digital Offerings to Account for 39% of Global
Yellow Pages Revenues by 2014
Upcoming Directional Media Strategies 2010 conference to examine
forecast trends, including leads-based sales models and product bundles
featuring online YP, video, SEM/SEO, mobile, social and reputation
management
CHANTILLY, Va. (July 13, 2010) - Digital offerings, such as online
Yellow Pages, video, SEM/SEO, mobile, social
and reputation management, will account for
39 percent of global Yellow Pages revenues by 2014, according to the
mid-year update to BIA/Kelsey’s
Annual Global Yellow Pages Forecast (2009-2014).
The anticipated growth in digital offerings will be a focus of the
agenda at BIA/Kelsey’s
upcoming Directional Media Strategies 2010
(DMS ’10: Yellow Pages
and Beyond) conference, which takes place Sept.
14-16 in Dallas.
According to the forecast, the growth in digital offerings
is occurring globally, although at varied rates
and with a different emphasis in regions around
the world. Digital trends highlighted in the forecast include:
U.S. – Digital revenues in the United States will grow
at a 17.2 percent compound annual growth
rate (CAGR) as the result of publishers selling
a wider array of digital products. BIA/Kelsey
expects strong growth from some of the more
established digital offerings, including
Web sites, SEM and video. Growth will be
even more robust in newer categories such
as reputation management, SEO, social and mobile.
Europe – Digital
revenues will surpass print revenues across
Europe by 2014, and even sooner in several
markets, including Norway, Sweden, Finland,
Denmark, Belgium and France.
Latin America – BIA/Kelsey
estimates that in 2009 digital accounted
for 6.2 percent of total revenues and will
grow to 11.8 percent by 2014.
Asia/Pacific
Rim/ROW – Online
directory revenues in Asia, Pacific Rim and
rest of world (ROW) will grow by US$446 million
during the forecast period, a 12.8 percent
CAGR. Many emerging markets in the region,
including China, are not expected to follow
a traditional directory path, from print to online and eventually
to mobile. Rather, directional media will follow a pattern that is
more vertical and mobile in nature, bypassing print and Internet
Yellow Pages as a significant product category.
“We expect to see certain publishers outperforming our forecast,” said
Charles Laughlin, BIA/Kelsey senior vice president, program director
and DMS ’10 conference chairman. “Their ability to do so
depends on the economy and their efforts to transition into more nimble,
performance-based sales organizations. Improving customer satisfaction
and retention is key to this success. We’ll focus on both at
DMS ’10 in September.”
Digital Trends at DMS ’10: Yellow Pages and Beyond
Directional Media Strategies 2010 (DMS ’10:
Yellow Pages and Beyond) is BIA/Kelsey’s
31st conference dedicated to the future of
the Yellow Pages industry. For the second consecutive
year, BIA/Kelsey is partnering with the Yellow
Pages Association (YPA) to bring this event
to the widest and most diverse audience of
senior executives from across the global directional
media industry. DMS ’10 will present
a vision of what the industry will look like
five years from now and beyond. Sessions will
drill deeply into the drivers of the Yellow
Pages business in the future, with a focus
on the building blocks of a diversified operation.
The DMS ’10 program will feature more
than 20 timely and topical sessions, including:
Yellow Pages, Local Search and the Path
to New Digital Revenues
The iPad — A
Game Changer for Directories and Local Search?
Ins and Outs of Reputation Management — The
Next Wave of SMB Support
Mobile Yellow
Pages Leaves the Laboratory
Social Media
+ Yellow Pages = A New Lease on Life?
Leads-Based
Selling: Salvation or False Hope?
Engagement
Drivers for Online Yellow Pages
Self-Service — It’s
Closer Than You Think
Conference sponsors include
3L System Group, Acxiom, AgendiZe, Amdocs,
AT&T Interactive, Cellcity, Kenshoo Local,
Local.com, Localeze, MerchEngines, Telmetrics,
Shooger, Universal Business Listing and WebsPlanet.
Association partners are Association of Directory
Publishers (ADP), Great Outdoor Network (GON),
International Classified Media Association
(ICMA), NAB Show and Yellow Pages Association
(YPA). The conference media partner is YP Talk.
For more information regarding DMS ’10,
visit
the conference website.
About BIA/Kelsey
BIA/Kelsey advises companies in the local media space through consulting and valuation services, research, Continuous Advisory Services and conferences. Since 1983 BIA/Kelsey has been a resource to the media, mobile advertising, telecommunications, Yellow Pages and electronic directory markets, as well as to government agencies, law firms and investment companies looking to understand trends and revenue drivers. BIA/Kelsey's annual conferences draw executives from across industries seeking expert guidance on how companies are finding innovative ways to grow. Additional information is available at www.bia.com and www.kelseygroup.com. The company's blogs are located at http://blog.bia.com/bia/ and http://blog.kelseygroup.com/, and it can be found on Twitter through http://twitter.com/BIAKelsey.
