Dennis Glavin

Local Advertising Lead

Microsoft Advertising

Local Search

The Three Phases of Local Search

Marriage

The First Date

Dating

2

Outside Influences

3

Harvesting Investment in Offline Media

4

37% 38%Number of consumers

reported LEVERAGING MOBILE to look for more information

after seeing a product advertised via OUTDOOR, NEWSPAPER or RADIO AD.

Number of consumers reported LEVERAGING PC &

MOBILE to look for more information after seeing a

product advertised via TELEVISION.

Source: ROI Research & Microsoft Advertising, 2010

Partnerships at Scale

5

QueryShare

Bing Business Portal

6

The Dating Phase

7

Social Signals

8Source: eMarketer article, “Who Gives the Most Trusted Recommendations”, February 2011

Hubs of Opportunity

9

Day One - Residential Day Two – Commercial Area

Cold Relief 5:07 PMRunny Nose5:20 PMPharmacy 6:31 PM

Walgreens Houston 5:07 PMWalgreens + ATM 5:20 PMWalgreens Directions 6:31 PM

Source: Bing for Mobile 2010

10

PC & Mobile Query Intent

Source: Bing for Mobile 2010

70%In 1 Month

70%In 1 Hour

11

Opportunity

+

Source: TMP Directional Marketing and 15Miles, Local Search Usage Study September 2010.

Bing Deals

Opportunity

Source: TMP Directional Marketing and 15Miles, Local Search Usage Study September 2010. 12

Hyperlocal Ad Opportunities

National Scale w/ Local Presence

13

The Marriage Phase

14

In-Store Engagement

15Source: Essential Research, 2009; Yahoo Mobile Search Webinar, April 2011

Use mobile search90%

Of shoppers use search as part of their shopping activity

84%

Of Smartphone users compare prices in stores

46%

Bing Vision

16

Bing Vision