Yellow Pages Digital Advertising Rules This Yellow Pages Digital Network Advertising Rules document is an appendix to the core Yellow Pages Advertising Rules. Where this document is in conflict with the Yellow Pages Advertising Rules, these Yellow Pages Digital Network Advertising Rules take precedence. Note: There are supplementary rules for other Digital products. Please refer to the Yellow Pages Digital Advertising Rules 2012 for the rules relating to our older Yellow Pages Online products (such as Yellow Pages Online Solution and Yellow Pages Business Basics) Issued March 2014 Produced by: Headings, Rules and Standards & Product Locked Bag 2910 Melbourne VIC 3001 & Registered trade mark and trade mark of Sensis Pty Ltd (ABN 30 007 423 912). Sensis Pty Ltd
Table of Contents Introduction... 4 1 Yellow Pages General Advertising Rules... 4 2 Yellow Pages Search Results... 5 2.1 Yellow Pages Online General search results... 5 2.2 Yellow Pages Mobile General Search Results... 5 3 Yellow Pages Digital Products Positioning... 6 3.1 Yellow Pages Online Positioning... 6 3.2 Yellow Pages Mobile Positioning... 6 3.3 Yellow Pages Online Platinum... 7 4 Yellow Pages Seniority Signing Dates... 8 4.1 Application of Yellow Pages Advertising Rules... 8 5 Yellow Pages Network Primary Core Products... 9 5.1 Yellow Pages Network First Entry... 9 5.2 Yellow Pages Digital Network Foundation... 12 5.3 Yellow Pages Network Select... 13 5.4 Yellow Pages Network Advantage... 14 5.5 Yellow Pages Network Professional... 15 5.6 Yellow Pages Network Professional Plus... 16 6 Yellow Pages Network Reach Products... 19 6.1 Yellow Pages Digital Location Reach... 19 6.2 Appearance in Search Results... 20 6.3 Yellow Pages Network Professional/ Plus Servicing Reach... 21 6.4 Yellow Pages Network Servicing General Product Rules... 23 6.5 Yellow Pages Content Rules - Servicing Reach Product... 24 6.6 Yellow Pages Digital Network Targeting... 24 6.7 Network Professional & Network Professional Plus... 25 6.8 Network Targeting Re-Use... 27 7 Yellow Pages Network Premium Products... 27 7.1 Yellow Pages Online Platinum Tile... 27 7.2 Publishing Resolution Rules for Devices... 29 7.3 Local Platinum... 30 7.4 Yellow Pages Mobile Premium... 31 8 Yellow Pages Digital Add-On Products... 33 8.1 Yellow Pages Video Production... 34 8.2 Yellow Pages Digital Plus... 38 8.3 Yellow Pages Offers... 38 9 Yellow Pages Network Content Entitlements... 44 9.1 Yellow Pages Digital Content Attributes: Basic Content... 45 9.2 Yellow Pages Network Content Attributes: Additional Content... 48 10 Yellow Pages Network Content Attributes: Detailed view 49 10. Business Listing Content... 51 10.2 Brand Package, Image & Gallery... 53 10.3 Showcase Links & PDF Content... 54 10.4 Text Content... 56 10.5 Accreditations and Awards... 61 2
10.6 Unique Selling Points (USP s)... 62 10.7 Yellow Pages Link Standards... 63 11 Product Names... 64 11.1 Mixed Family Product Table... 65 12 Yelp... 66 12.1 Yelp Product Rules and Eligibility... 66 12.2 Yelp Enhanced Profile Product... 67 13 APPENDIX A... 73 3
Introduction This document outlines the product rules surrounding the Yellow Pages Digital Network product range. This includes details regarding, general advertising rules, criteria for all Yellow Pages Digital Network products and content entitlements for Advertisers. 1 Yellow Pages General Advertising Rules The following Yellow Pages Book headings are not available for the Yellow Pages Digital products. Locality Guides Restaurants Cuisine Guides Auto Parts Recyclers Specialty Guide From 2011, Yellow Pages headings contain headings accepted in digital products only. Digital products only headings are not accepted into Yellow Pages book print directories and may only appear in Yellow Pages Digital products. Some Yellow Pages headings that appear in Yellow Pages print products may appear in an equivalent Yellow Pages Online heading using a different naming convention depending on the consideration of natural language and optimisation of the Yellow Pages Online site. The acceptance of any advertisements in Yellow Pages Digital sites (e.g. yellowpages.com.au, Yellow Pages Mobile) is at Sensis discretion. A business may purchase or list only one Network Product per heading per registered business name for each separate business address and location. Where a business entity owns separate individual businesses and purchases advertising within the same heading and location area, Sensis requires the business to differentiate the content of each Yellow Pages Network product purchased. Sensis reserves the right to limit the Advertiser to ONE Yellow Pages Network product where no clear delineation of businesses exist through the content and design of the advertisement, including but not limited to unique brands/products, design, text, images, pdf s, videos, web and email links. Sensis may from time to time conduct a review of business content whether advertising may mislead users, in which case Sensis may remove or suspend the content at Sensis discretion without notice. The acceptance of any advertisements in Yellow Pages Digital sites and distribution across the Yellow Pages extended network (e.g. WhereIs, Yellow Pages Mobile, the Sensis API and third party sites and apps) is at Sensis discretion. From 2013 all Advertisers that purchase into Yellow Pages print books MUST also have minimum of ONE Yellow Pages network product for, each print heading they advertise in and for every registered business entity name. Customers wishing to purchase additional locations for Network products are required to purchase an appropriate reach product, which is accessible via the purchase of a Network Professional / Network Professional Plus, in addition to their print advertisement. 4
2 Yellow Pages Search Results 2.1 Yellow Pages Online General search results Search results on Yellow Pages Online are divided into two headings: In Area Left-hand side of search results in area listings including Location Reach and Servicing Reach, that match the heading and location searched - businesses that are physically located or have a dedicated service area in the location searched by the user. Servicing Reach listings are tagged as being mobile only operators that are dedicated to servicing the area, in order to distinguish them from in area listings. To be displayed as an in area listing, the Advertiser must be physically located in the area selected by the user. To be physically located in an area, the Advertiser must demonstrate to Sensis satisfaction that they own or lease premises in the area and conduct significant aspects of their business from the premises. The following would not be sufficient to demonstrate a physical location in an area: use of a location as a mere meeting place or a delivery point; or a registered business address. Servicing Reach s are for mobile operators without a physical business location from which they operate (e.g. a showroom or shop). However they are dedicated to servicing the location/postcode by visiting the client s location to conduct their service/business. Eligibility criteria for Searching Reach Businesses are set out in this document. Out Of Area Right-hand side of search results - out of area listings (Network Targeting) that match the heading and location searched - businesses that are not physically located in the area selected by the user but can provide goods or services to customers in the area in a timely manner and are displayed on the right hand side of the search results page. Network Targeting is to that of Servicing Reach advertising, Where Network Targeting listings target a particular suburb or area on the right hand side of search results-where Advertiser is promoting their business to consumers, Servicing Reach listings appear on the Left Hand side of the results in area searches where Advertisers actively provide their business products or services within the location searched. 2.2 Yellow Pages Mobile General Search Results Search results on Yellow Pages Mobile are divided into distinct result filters based on the following: Relevance This is the default search for Yellow Pages Mobile searches. Results are returned principally according to relevance of advertising to search terms (at the discretion of Sensis) and search results may include advertising from multiple Yellow Pages headings. Distance This is a secondary search filter for Yellow Pages Mobile searches, Users may elect to filter search results based on the proximity of their device to business addresses in Yellow Pages products. Businesses that are physically located or who have purchased a Yellow Pages Online Searching Reach product appear in the area/s selected/searched by the user when also matching the users search query. Listings show in order of being nearest to the approximate location the user is completing the search for. 5
3 Yellow Pages Digital Products Positioning 3.1 Yellow Pages Online Positioning From April 2012 Yellow Pages Online results have been returned principally according to relevance of advertising to search terms, and search results may include advertising from multiple Yellow Pages headings. Seniority signing dates play a lesser role in determining the order in which search results are returned. Seniority signing dates are allocated to an Advertiser s product by Sensis based on the date that they first purchased, maintained or upgraded their Yellow Pages Online product (for the heading and location combination) from Sensis. Generally, if an Advertiser changes heading or location a new seniority signing date will be allocated by Sensis based on the date that the Advertiser notifies Sensis in writing of the change in heading or location. Where a seniority signing date has been allocated to an Advertiser s product (for a heading and location combination) pursuant to these rules, the Advertiser s product (for a heading and location combination) will be allowed to maintain that signing date provided that the contract with Sensis for that product (with the same heading and location combination) continues without being downgraded or cancelled for any period. Seniority signing dates are not a guarantee of placement and positioning on a particular search. There are particular rules for Location Reach, Servicing Reach and Network Targeting, which are set out under the rules for those products. A seniority signing date as part of a Yellow Pages Online product is allocated by Sensis. It does not belong to an Advertiser and cannot be assigned by the Advertiser. All decisions regarding positioning will be made by Product Standards, including (but not limited to) Transfer of Ownership. Whether an Advertiser, who purchases a business with existing Yellow Pages Online advertising, can transfer seniority signing dates is determined in accordance with the Transfer of Ownership Advertising Rules, which can be found in the Yellow Pages Advertising Rules. 3.2 Yellow Pages Mobile Positioning The Yellow Pages Mobile products are ordered as follows: Yellow Pages Mobile Premium The following generic rules apply to the manner in which the Yellow Pages Mobile Premium product is presented on the Yellow Pages Mobile Search Results page. The Yellow Pages Mobile Premium product appears at the top of the search results page associated to the heading category purchased and may appear in additional positions within the search results. A maximum of four advertisers can be sold in to a heading and location (yellow mobile region). Where inventory has been sold to more than one advertiser, advertisers will rotate through the available Yellow Mobile Premium positions for every new search that matches the heading and Yellow Pages Mobile Region combination. This will include one display tile rotating within the organic search results for sold products that match the Yellow Pages Mobile Region. Where YP Mobile Premium products have not been sold, the positions reserved for the Yellow Pages Mobile Premium product will not be visible. 6
In between the Premium listings, businesses are ordered in priority of nearest to the area the user has completed the search in. In order to be prioritised in this fashion, listings must be geo-coded. Any listings located in a specific postcode but not geo-coded will appear in alphabetical order after any geo-coded listings. The presentation of Yellow Pages Mobile content may also be dependent on the capabilities of the device used to view the page. Also where business logos are clickable on yellowpages.com.au to refer users to the Advertisers nominated URL- in Yellow Pages Mobile business logos are NOT clickable. 3.3 Yellow Pages Online Platinum The Yellow Pages Online Platinum Tile appears at the top of the page in all heading search results where the Product has been purchased for that particular heading/state combination. In some cases, the Yellow Pages Online search expands to include a wider area of search when business listings for the original searched areas do not exist for that area. In these cases, Yellow Pages Online Platinum local advertisements from within the original search location may randomly appear in the expanded search results. Sensis does not guarantee a particular business will appear within expanded search result. All relevant Yellow Pages Network listings appear underneath Yellow Pages Online Platinum Tiles. From April 2012 Yellow Pages Online results have been returned according to relevance and search results may include advertising from multiple Yellow Pages headings 7
4 Yellow Pages Seniority Signing Dates Yellow Pages Network Professional Plus, Network Professional, Network Advantage, Network Select or Network Foundation & Network Reach Products. Yellow Pages Online products are allocated a seniority signing date the first date they purchase an online product. This applies to; Advertisers who maintain or increase their Yellow Pages Online product maintains the original seniority signing date for each product purchased. Advertisers who decrease their Yellow Pages Online product receives a new seniority signing date based on the first date they purchase the decreased product. Examples: When an Advertiser upgrades from a Yellow Pages Network Professional to a Yellow Pages Network Professional Plus, the advertising can retain the seniority signing date associated with their previous product purchased. An Advertiser upgrading from a Yellow Pages Network Foundation product to a Yellow Pages Network Professional Plus product can also retain their seniority signing date and associate it to the new product. Each additional reach product purchased against the new upgraded product receives a new signing date for that product option from the purchase date. Where an Advertiser downgrades Yellow Pages Online product under a heading, a new seniority signing date is allocated (to the new product purchased) based on the date of purchase (of the new product). Seniority signing dates are used as one of many pieces of information associated to a Yellow Pages Digital product that are considered when determining relevancy of results for users. Relevancy is measured by a variety of factors and is subject to continual modification and optimisation. 4.1 Application of Yellow Pages Advertising Rules The rules in the Yellow Pages Advertising Rules relating to the following sub-headings: Agents/Distributors/Associations (unless Servicing Reach product); Change of Ownership; Franchisor/Franchisee (unless Servicing Reach product); Loss of Positioning Priority; Changed Heading; and Division of a Directory into Geographical Zones apply to all Yellow Pages Digital / Network products, where: a reference to a print advertisement is a reference to a Yellow Pages Digital / Network product; reference to Display Position is a reference to the position allocated to a Yellow Pages Network Product under these Rules or other Rules relating to Yellow Pages Network products; reference to first issue or first directory issue is a reference to the period from the change until the 31 December of the same year in which the change occurred. 8
Preservation of priority for change of ownership and franchisor/franchisee In relation to Change of Ownership and Franchisor/Franchisee, preservation of a Yellow Pages Digital Network listing position will only be considered: if the preservation of positioning has been accepted pursuant to the Yellow Pages Advertising Rules; and if the Advertiser seeking preservation of the position has signed a new contract with Sensis for the Yellow Pages Network listing(s) within 30 days of the contract with the previous owner/entity being terminated or cancelled. Sensis, at the absolute discretion of Sensis Headings, Rules & Standards department, may extend the period in which the new contract for the Yellow Pages Network listing(s) must be signed. However, Sensis will not extend this period if there has been a delay in submitting requested documentation to Sensis or in requesting the preservation of positioning. All requests for preservation of position must be submitted to Sensis within at least 10 days of the contract with the previous owner/entity being terminated or cancelled. All supporting documentation requested by Sensis must be provided to Sensis within at least 5 business days of the request being made by Sensis. Special promotions and offers These priority positioning rules apply to Yellow Pages Digital / Network products that have been provided to an Advertiser as part of a Sensis promotion or other incentive offer. To be able to maintain the priority positioning date, the Advertiser must pay for all their Yellow Pages Network products at the advertised rate once the promotion or incentive offer has expired. 5 Yellow Pages Network Primary Core Products Yellow Pages Network Products are Online Products for the purposes of the Sensis Product Contract Terms. 5.1 Yellow Pages Network First Entry The Yellow Pages Network First Entry is a complimentary entry level listing product that is displayed on Yellow Pages Online and distributed through various distribution partners and the API. It contains basic contact information. See content attributes page 44. Rules & Eligibility Yellow Pages Print / Digital If the Advertiser has a First Entry (Line Listing) in a Yellow Pages print directory, they may receive a First Entry in the Yellow Pages Digital network which corresponds with the First Entry listing in the Yellow Pages print directory (i.e. consists of the same elements unless editing required at Sensis discretion). 9
Yellow Pages Digital Products If an Advertiser asks for a digital listing only, they may receive a First Entry in the Yellow Pages Digital network based on the same criteria set out in the Yellow Pages Advertising Rules under the heading First Entry. Some Yellow Pages headings are defined as digital products only where First Entries and paid products are not accepted into Yellow Pages print directories. While First Entry listings are not available in the Sydney Yellow Pages book under headings defined as B2B, Yellow Pages Network First Entries are available for these Advertisers. First Entries are not provided where the Advertiser has another Yellow Pages Digital network product for the same heading. Yellow Pages Network paid advertisements may appear on all Yellow Pages Network First Entry Business Profiles Pages (as well as Network Foundation profile pages) in all headings where local relevant paid listings are available. The Yellow Pages Network paid listing must be within the same heading as the Yellow Pages Network First Entry it is to appear adjacent to. The Yellow Pages Network paid Advertiser must be physically located within the same suburb/postcode as the Yellow Pages Network First Entry Advertiser; and Yellow Pages Network Targeting Listings and listings with fully suppressed address will not be displayed on First Entry Business Profile Pages. Other print advertising products (e.g. Display, Trade, Directional or Space advertisements) are not treated as a First Entry in Yellow Pages Digital, so will not have paid advertisements including on the Business Profile Page. If an Advertiser has a First Entry advertisement in addition to a paid Yellow Pages Digital Network product, or Display, Trade, Directional or Space advertisement for another other part of their advertising account, this has no bearing on whether their First Entry listing in Yellow Pages Digital Network will have Yellow Pages Digital Network paid advertisements displayed on the First Entry Business Profile Page. 10
Example: Network Free Entry 11
5.2 Yellow Pages Digital Network Foundation The Yellow Pages Digital Network Foundation is the base level paid product for Yellow Pages Online. In addition to the base business contact information, also includes Email, Weblinks, unlimited use of appropriate adpoints to their business. Network Foundation advertising also may include competitors listings on the customer s business profile page. The product is sold covering one business and its singular location within one Yellow Pages heading. Updates and management of Network Foundation product content is available only through the Yellow Pages Customer Centre and as such Sensis does not manage this content for Advertisers. Any changes to advertising content for Network Foundation are the responsibility of the Advertiser. See content attributes page 44. Example: Digital Network Foundation 12
5.3 Yellow Pages Network Select The Yellow Pages Digital Network Select is a base level paid product for Yellow Pages Online with additional content options over the Network Foundation product. It also incorporates a range of content, including a business profile, links to websites and images, unlimited use of appropriate adpoints to their business, covering one business and its singular location within one Yellow Pages heading. The Network Select product does not include any competitor listings or products links on business profile pages. Updates and management of Network Select product content is available only through the Yellow Pages Customer Centre and as such Sensis does not manage this content for Advertisers. Any changes to advertising requirements for Network Select product are the responsibility of the Advertiser. See content attributes page 44. Example: Digital Network Select 13
5.4 Yellow Pages Network Advantage A Yellow Pages Network Advantage is a mid-tier product that is displayed on Yellow Pages Online. The Network Advantage is optimised for mobile devices, and distributed through various partners and the API. It incorporates a range of content, including a business profile, links to websites and images, covering one business location within one heading. The Network Advantage product also offers full Sensis service, which includes updating and creating content on your Business Profile Page that is managed by Sensis. Yellow Pages Network / Digital customers must first meet the business listing requirements for Yellow Pages products prior to purchasing the Yellow Pages Network Advantage product. Example: Digital Network Advantage 14
5.5 Yellow Pages Network Professional A Yellow Pages Network Professional is a full content listing product that is displayed on Yellow Pages Online, optimised for mobile devices, and distributed through various partners and the API. It incorporates a wide range of rich information including; a business profile, links to websites, video and images, covering one business location within one heading. Yellow Pages Digital customers must first meet the business listing requirements for Yellow Pages products prior to purchasing the Yellow Pages Network Professional product. See Yellow Pages Advertising Rules section on Entry Policy and first entry criteria also see content attributes page 44 onwards. The Network Professional product also offers full Sensis service, which includes updating and creating content on your Business Profile Page that is managed by Sensis. Example: Digital Network Professional 15
5.6 Yellow Pages Network Professional Plus A Yellow Pages Network Professional Plus is a high engagement and emotive brand experience product. Network Professional Plus includes all the features of Network Professional product including optimised for mobile devices, and distributed through various partners and the API. It incorporates a wide range of rich content including a business profile, links to websites, video and images, covering one business location within one heading. In addition to allowing all the features and attributes of the Network Professional product Network Professional Plus includes the following main features. See content attributes page 44. The Network Professional Plus product also offers full Sensis service, which includes updating and creating content on your Business Profile Page that is managed by Sensi Example: Digital Network Professional Plus Cont 16
Image Gallery Example: Image Gallery presentation on full screen computer devices Main image carousel with selectable thumbnails below Note: presentation does vary dependent on the consumer device in use when full size screens are used. Image Gallery Thumbnails only may appear in some screen size formats. When selected the full size image will show to the consumer s screen/device 17
18
6 Yellow Pages Network Reach Products Yellow Pages Digital offers a range of products that help extend the reach of Yellow Pages Digital advertising. These products are Yellow Pages Network Targeting, Network Professional Location Reach and Network Professional Servicing Reach 6.1 Yellow Pages Digital Location Reach Yellow Pages Network Location Reach allows an Advertiser s Yellow Pages Network Professional or Professional Plus to be associated or linked with other physical business locations of the Advertiser within the same heading. When an Advertiser has more than one location or shop front, they can use Location Reach to have each of their locations listed within their Yellow Pages Network Professional or Network Professional Plus All Location Reach listings are displayed as in area listings on the left-hand side of the search results page or in the main search results when viewed on a mobile device Rules & Eligibility To be eligible to purchase Location Reach listings, Yellow Pages Network Professional, Network Professional Plus Advertisers must meet the following eligibility criteria. The Advertiser must be physically located in the areas selected for a Location Reach listing (i.e. an in area Advertiser for the relevant areas). To be physically located in an area, the Advertiser must demonstrate to Sensis satisfaction that they own or lease premises in the area and conduct significant aspects of their business from the premises. More than casual or intermittent use of the premises is needed. The following would not be sufficient to demonstrate a physical location in an area: use of a location as a mere meeting place or a delivery point; or a registered business address. Each of the Advertiser s Location Reach listings must have the same; Heading Brand Package Web Link Text Descriptor; as their Yellow Pages Network Professional / Network Professional Plus. The Advertiser s individual Location Reach listings can have different Business Profiles and premium content (e.g. Showcase links, Image Gallery, Yellow Video, Enhanced Text Descriptors, eform addresses and AdPoints) to their base Yellow Pages Network Professional or Network Professional Plus listing. The business name appearing in each Location Reach listing must be the same as the Yellow Pages Network Professional/ Network Professional Plus or be a business that is related to the business appearing in the Yellow Pages Network Professional listing. A business is related where it uses the same brand or trademarks or is part of a franchise with the business appearing in the Yellow Pages Network Professional. 19
Example: Appropriate use of Location Reach for different business names where both businesses are under same ownership or control. Example Doncaster Kelvin s Plumbing: Base Yellow Pages Network Professional Frankston Kelvin s Plumbing: Approved Location Reach (branding consistent across linked Yellow Pages Network Professional) Example Denise Y Real Estate Carlton: Base Yellow Pages Network Professional Denise Y Real Estate Richmond: Approved Location Reach (Franchise reuse linked to base Yellow Pages Network Professional) All business names must be recognised registered business entities, as explained in the Yellow Pages Advertising Rules. The Location Reach listing locations must not have the same address (physical and/or postal) as the Advertiser s base Yellow Pages Network Professional or Network Professional Plus listing. 6.2 Appearance in Search Results Location Reach listings are collapsed into a single listing on the main Yellow Pages Network search results page, with an active link titled Show all locations for When Show all locations for is selected by the user, the listing expands to show all Location Reach listing locations (but not business names) within area the user has searched on. Results on the main search page (i.e. the collapsed Location Reach listings) appear in standard priority order (that is they appear in order of signing date & by distance). On the main search page, the Advertiser s highest priority listing will be displayed as the single listing. When the single listing is expanded, the other relevant Location Reach listings of the Advertiser will be sorted alphabetically. Location Reach listings included in the expanded view are only included if they match the search criteria. All of an Advertiser s relevant Location Reach listings in a search area are included in the expanded listing, irrespective of seniority signing dates of other Advertiser s listings in the search results set. The Advertiser s name is only displayed once in the expanded view of the Advertiser s Location Reach listing (that is, even in instances where the name varies between the Advertiser s Location Reach listings). The Advertiser s name that will appear is the name on the single listing which appears in the collapsed view described above. Any of the Advertiser s other names will only be displayed once a user clicks on the location appearing in the expanded view of the Advertiser s locations. 20
6.3 Yellow Pages Network Professional/ Plus Servicing Reach The Yellow Pages Network Professional/Network Professional Plus Servicing Reach product is a specialised product for Advertisers where their products or services are provided to or at consumers nominated locations in the following ways: Perform services at the nominated location of the customer (eg home, office, business premises) Provide a transport service to or from the postcode purchased. Provide a delivery service to postcode purchased Servicing Reach listings appear as part of the in area results and are tagged with a message specific to the heading in which the product is purchased Rules & Eligibility To be eligible to purchase the Servicing Reach product an Advertiser must be a Yellow Pages Digital Advertiser to advertise under an approved Servicing Reach heading and provide a mobile service to consumers in the postcode purchased as per the below service types & criteria: There are 5 Servicing Reach heading types and each has specific criteria Services provided at customer s premises; The majority of the transaction (in terms of effort and time spent) is provided at the customer s chosen location. Depending on the nature of the mobile business, this may involve manual labour (e.g. plumbers, pest control) or consulting with the customer and providing advice (e.g. mortgage brokers or financial planning ). Importantly, the customer s location is that nominated by the customer and not by Advertiser. The services in the postcode/s purchased (via its mobile operators) must be provided within a timely fashion that meets the customer s expectations (this will vary industry to industry) Advertisers may not charge additional fees for travelling to the customer (NB this does not include special or additional charges for after-hours services or standard call-outs ) e.g. an electrician that charges a standard $60 call-out fee that is integral to the Servicing Reach s business model. Additional fees cannot be related to merely covering the cost of travelling to visit the customer; An Advertiser is not eligible for this type of Servicing Reach product if one or more of the following applies: the service provided by the Advertiser is purely the delivery of products (e.g. take away food, flowers, bottled water coolers, business records management); or the majority of the service provided by the Advertiser occurs in transit (e.g. taxis, couriers, limousine services). 21
1. Delivery businesses Deliver items to the postcode purchased using proprietary service vehicles and/or a third-party transport provider. This may include businesses such as retail, website only, food delivery or manufacturing & supply. 2. Delivery &/or Pick-up businesses This includes many of the same attributes as the delivery classifications but may include pick up from the customers premises i.e. nappy services. 3. Transport Pick-up of items or people from the purchased postcode area using proprietary service vehicles and transporting them to their nominated address. Use a third-party transport provider to pick-up items/people from the purchased postcode that is able to appropriately represent the original customer-contacted business 4. Transport &/or Delivery For business that may transport people and deliver goods to customer premises. Ie Outdoor adventure activities & Supply businesses. 5. Servicing Reach messages on Yellow Pages Digital Each heading approved as available for Servicing Reach advertising includes a tailored message tag to help the user/consumer identify the type of service offered by that Advertiser. Servicing Reach Heading Servicing Reach Message Tag Types 1. Services provided at customers Mobile service provided in area / Services the 2. Transport Transport services provided in area 3. Delivery businesses Delivery service provided in area 4. Delivery &/or Pick-up businesses Pick up &/or delivery service provided in area 5. Transport &/or Delivery Transit &/or delivery service provided in area NB. Messages associated with Servicing Reach headings may change from time to time and the messages above may not represent the message appearing on Yellow Pages Digital at any time. Example of a Servicing Reach listing within a Services provided at customers premises heading 22
Available headings for Servicing Reach listings For a complete list of headings available for Servicing Reach listings including message appearance tags and heading classification type please refer to your Sensis Media Sales Advisor. Sensis may change the list of available headings at any time without notice 6.4 Yellow Pages Network Servicing General Product Rules Servicing Reach products are sold on a heading basis and in the same heading as their associated Yellow Pages Network Professional/Network Professional Plus (provided the heading is an available heading for Servicing Reach). If an Advertiser wishes to purchase a Servicing Reach product in a different heading to their Yellow Pages Network Professional/Network Professional Plus, they will first need to purchase a Yellow Pages Network Professional or Network Professional Plus in that additional heading (with Servicing Reach s available); and Sensis reserves the right to request customers to substantiate their ability to adequately service Servicing Reach areas. All delivery and/or transport fees/charges must be provided in such a way as to be open and transparent to the customer. There is no restriction on the number of postcodes that Servicing Reach Advertisers can purchase but they must be able to adequately service them. An Advertiser can only purchase Servicing Reach listings for one mobile operator per postcode and heading combination. This means that if an Advertiser has multiple mobile operators in a particular postcode and heading, then it can only purchase Servicing Reach listings for one of those operators in the postcode and heading combination. If an Advertiser operates two or more businesses within the same heading the acceptance by Sensis of a Servicing Reach listing for more than one business is at Sensis s absolute discretion. An Advertiser must promptly notify Sensis if their circumstances change including any relevant information about their delivery and/or pick-up service if and when they no longer meet any of the eligibility criteria for Servicing Reach or comply with any of the rules. NB. Advertisers who purchase the Servicing Reach product cannot attach Network Targeting or Digital Plus to their Servicing Reach listings. For surrounding postcodes, Servicing Reach listings are treated as an in-area result i.e. if only one listing is returned as being relevant to the user s search and it is a Servicing Reach, the system will take this to be an in area listing and will not automatically expand the search results to include surrounding postcodes 23
6.5 Yellow Pages Content Rules - Servicing Reach Product Content from the Advertiser s Yellow Pages Network Professional / Network Professional Plus will be re- used for the Servicing Reach product purchased. Where an Advertiser operates from different vans the following content can be altered Yellow Pages and appear differently in their Servicing Reach listings: postcode, telephone number, email address, and opening hours. Where an Advertiser operates with a single van, all Servicing Reach listings purchased will have the same phone number, Enhanced Text Descriptor, website URL, email, logo and additional contact information (such as fax and mobile). Advertisers cannot purchase more than one Servicing Reach listing for the same business name in the same postcode and heading. Advertisers cannot purchase Servicing Reach listings and Location Reach listings for the same postcode and same heading as a Yellow Pages Network Professional / Network Professional Plus, Yellow Pages Digital Advantage. The listed name for all Servicing Reach listings of an Advertiser must be the same, regardless of suburb or postcode e.g. an Advertiser cannot have a unique name listed for different suburbs or postcodes, such as My Services Carlton and My Services Fitzroy. For Servicing Reach listings with 19 numbers, the 19-qualifier text must be the same for each Servicing Reach van s purchased Servicing Reach listings as well as the price qualifier for that particular number, which is legislated by the ACCC. Servicing Reach listings will have only one phone number displayed in the search result list (or rollup) for each postcode purchased (additional contact phone numbers may be shown on the BPP for individual Servicing Reach listings). Advertisers cannot add additional AdPoints to their Servicing Reach product (AdPoints will reflect the Advertiser s Yellow Pages Network Professional /Network Professional Plus AdPoints). AdPoints must be the same for all postcode(s) purchased within a heading. Servicing Reach listings will not include a map marker (in listing) or link to 'get directions' on the result page. Result listing enhancements (Enhanced Text Descriptor and Business Logos) will not be displayed beside Servicing Reach s where they are displayed as additional locations underneath a main listing on the search results screen. If a Servicing Reach with result listing enhancements is displayed as a full Yellow Pages Network Professional / Network Professional Plus (because a local search has been done on that location), Enhanced Text Descriptor and Business Logos will be displayed in the search results screen. 6.6 Yellow Pages Digital Network Targeting Yellow Pages Digital Network Targeting is a product which allows a Yellow Pages Network Professional / Network Professional Plus listing to appear on relevant search results for geographic areas that an Advertiser services. Network Targeting listings are separated from in area listings on Yellow Pages Online and are presented behind a different tab to the in area listings on Yellow Pages Mobile. For example, a search for a hairdresser in Hawthorn on Yellow Pages Online will return Advertisers that are physically located in Hawthorn and any Servicing Reach s that operate via mobile vans in Hawthorn on the left hand side and Network Targeting Advertisers who service the Hawthorn area on the right hand side of the search results, or in a different tab (on Yellow Pages Mobile). Network Targeting listings appear with the following information fields 24
Business Name Business Logo Business Telephone Contact Number Weblink/Email Text Descriptor/Enhanced Descriptor Ratings (where applicable) Category heading URL link and text from the 1st promotional tile (if the parent product is a Network Professional Plus) Rules & Eligibility Target Media can only be purchased in the same headings as the Advertiser s base Yellow Pages Note: Address details are now suppressed from Network Targeting advertising. Advertisers relevant details including their listing address does appear on the Advertisers Business Profile business information fields. 6.7 Network Professional & Network Professional Plus Advertisers purchasing Network Targeting must service all areas purchased. This means that they must provide goods or services to customers in those areas (either themselves or via third party arrangements) in a timely manner and as advertised or otherwise represented to, or expected by, customers. It is the Advertiser s responsibility to ensure that they are able to do so. Advertisers are not eligible to purchase Network Targeting in areas that they merely plan to enter or service at some future time and currently cannot service or could provide services to if requested but not in the same way that it could if it was established in the area (eg there would be delay or additional travel cost). If Sensis does not consider the Advertiser can service the relevant area, Sensis may at its discretion: refuse to allow an Advertiser to purchase Network Targeting in an area; or remove or modify an area for which Network Targeting purchased by an Advertiser Network Targeting may be purchased by individual postcodes or at the digital book zone, state or national level. See further rules below. Network Targeting cannot be re-used across listings with the Location Reach product. Examples: Purchase of Yellow Pages Digital Network Targeting Go To Businesses A Go To business is a business that customers predominately need to visit to acquire the Advertiser s products and services. 25
As a general rule, Go To business may purchase Yellow Pages Digital Network Targeting in areas that are adjacent to where they are physically located within the following distances: for Yellow Pages metropolitan area located businesses - up to 10 km from their physical location; or for Yellow Pages regional area located businesses - up to 20 km from their physical location Types of businesses which may be eligible to purchase adjacent suburbs include restaurants, hairdressers, drycleaners, video stores, real estate agents and franchise outlets. In some circumstances, a Go To business may purchase Network Targeting in adjacent suburbs which are a greater distance from their physical location than set out above. The onus is on the Advertiser to substantiate that consumers are likely to travel a greater distance than set out above to purchase the Advertiser s goods and services. Businesses which may be eligible to purchase adjacent suburbs at a greater distance that set out above include major shopping centres, day spas, retirement villages, specialty stores e.g. antique dealers, ski hire, aquarium suppliers, major traders in white goods, furniture and electrical goods. All requests to purchase Network Targeting for suburbs which are at a greater distance than set out above will be considered on a case by case basis and at the absolute discretion of the Yellow Pages Digital Product Manager. Purchase of Network Targeting Come To Businesses A Come To business is a business that predominately visits consumers to provide their products and services. Examples of Come To businesses are couriers, trades businesses (such as builders and renovators), home delivery, rubbish removal and mobile mechanics. A Come To business may purchase Network Targeting for areas that they service.. Purchase of Network Targeting Book, State or National Advertisers, who meet the eligibility criteria for Network Targeting across a Yellow Pages print directory book area, state area or national area can purchase Network Targeting for a book, state or national area respectively. National: National Network Targeting includes all postcodes in Australia. However, the Tasmanian, Australian Capital Territory and Northern Territory areas may be excluded from the National Network Targeting product if the Advertiser does not service these areas. State: State Network Targeting includes all postcodes in the relevant State or Territory of Australia (excluding external territories). Book: Book Network Targeting includes all postcodes in a Yellow Pages print directory book area except the Canberra Yellow Pages print directory area which, for the purpose of the Yellow Pages Digital site, covers all of the Australian Capital Territory but does not include areas in NSW that border the Australian Capital Territory. If Network Targeting is purchased at the book level, the postcodes in which the Network Targeting listings will appears may change from time to time where a book is rezoned (with postcodes added, removed or moved to another book). 26
6.8 Network Targeting Re-Use Network Targeting can be re-used across some headings provided that: the Network Targeting Re-use listing is the exactly same as the Yellow Pages Network Professional / Network Professional Plus, including the same name and address; and Yellow Pages the proposed Network Targeting Re-use heading is an equivalent or lower tier heading to the Yellow Pages Network Professional / Network Professional Plus heading. Network Targeting Re-use is available for book area, state area and national area. 7 Yellow Pages Network Premium Products 7.1 Yellow Pages Online Platinum Tile Yellow Pages Online Platinum Tiles allow Advertisers the opportunity to appear in a premium position on Yellow Pages Online. With a limit of 3 Advertisers per heading and area combination, Yellow Pages Online Platinum Tiles give Advertisers the opportunity to link to their website or existing Yellow Pages Network Products to drive users of Yellow Pages Online to their business. Subject to availability, Yellow Pages Online Platinum Tiles may either be purchased at a local book and regional book level or in specified Yellow Pages headings at a Local level by individual postcode. The coverage available to the advertiser will be dependent on the heading. Rules & Eligibility Eligibility To be eligible to purchase the Yellow Pages Online Platinum product, the Advertiser be able to legitimately appear in the heading and service the area purchased pursuant to the Yellow Pages Digital Network Advertising Rules. Note: in some headings, Government organisations may be allowed to promote their industry related messages. The content of the message must be complementary to the industry and not competitive, conflicting or potentially detrimental to the core heading Advertisers. Acceptance of Government customers and their related messages is at the discretion of Sensis and the Yellow Pages Product Manager. The Advertiser is not required to have an existing Yellow Pages Online product. Sensis reserves the right to: Reject an application to purchase; or Remove existing Yellow Pages Online Platinum advertising based on the Yellow Pages Online Advertising Rules and at the discretion of the Sensis. 27
Rules Advertisers purchasing the Yellow Pages Online Platinum Tile product must conform to the following rules: Size and Weight restrictions apply to which the Advertiser will be required to conform. Animated gifs &/or Flash inclusions are not permitted to be incorporated as part of Yellow Pages Online Platinum content Within a particular heading, Advertisers may purchase one Yellow Pages Online Platinum product per business or national brand registered to their use. Sensis reserves the right to limit the Advertiser to ONE Yellow Pages Online Platinum product when no clear delineation of business names exists or where brands/products or design in the requested Yellow Pages Online Platinum products are considered by Sensis to confuse, dominate or mislead users. Where a Yellow Pages Online Platinum Advertiser owns multiple brands, businesses or business types within the same heading, the Advertiser may purchase a maximum of two (2) Yellow Pages Online Platinum products for their entire business group and subsidiary businesses. Final decision on acceptance of Yellow Pages Online Platinum advertising rests with the Yellow Pages Online Product Manager & Product Rules Manager. Where two Yellow Pages Online Platinum products have been purchased in the same heading by the same Advertiser and the Advertiser meets the acceptance rules, the following applies to the Yellow Pages Online Platinum links: The URL links must be different and distinct for each Yellow Pages Online Platinum link The separate URL landing page/s must be consistent with each of the brand identity/design on the Yellow Pages Online Platinum tile. i.e. business name, brand name indicated on the Yellow Pages Online Platinum tiles being promoted on the landing page is an example of consistency. Where a Yellow Pages Online Platinum Advertiser owns multiple brands or business types, the Advertiser is obliged to advertise the brand or business type most relevant to the heading in which the Yellow Pages Online Platinum product appears. Where a single Yellow Pages Online Platinum Advertiser purchases All States and operates the same business under a different Brand or Trading Name in one or many of the states, the Advertiser is entitled to advertise under that different brand/name in that State. Where an Advertiser purchases Yellow Pages Online Platinum Local they must be able to actively service the locality purchased into in a timely manner. Each of the advertiser s positions rotate on random basis and as such Advertisers are not entitled to or able to select a permanent horizontal position for their Yellow Pages Online Platinum product. If linking directly to the Advertiser s website, the Advertiser will be able to select any domain or sub- domain of the site (provided it is in keeping with Yellow Pages Online Advertising Rules) and is consistent with the heading it is appearing under. State Platinum Advertisers can purchase campaigns for either 90 or 180 days (i.e. the contracts are not perpetual and the advertisement will be removed at the end of the campaign period). Local or Regional Platinum advertisers can purchase campaigns for 180 days only. 28
Sensis will not provide existing Yellow Pages Online Platinum Advertisers with a first right of refusal for a particular Yellow Pages Online Platinum product Inventory Availability Sensis reserves the right to make available or withdraw Yellow Pages Online Platinum Inventory at its discretion this includes inventory by heading, national and state. 7.2 Publishing Resolution Rules for Devices From the end July 2013 Yellow Pages was relaunched as a single website for all customers, consumers and devices. This includes optimised presentation of content and advertising format that is compatible with all devices with a web browser, including mobile devices, tablets, desktop computers, laptops, and internet enabled TV s. Dependent on the type of digital device consumers use and screen size the site will present a tailored presentation format designed for each screen size.. Important Note: For the purposes of Platinum Products and Mobile Premium Products The following resolutions will be used as the rule in presentation of Yellow Pages Online Platinum results or the Mobile format results for Platinum Products or Mobile Premium Products. Yellow Pages Mobile Premium products will be presented on devices with a screen resolution below 1024x768 pixels Yellow Pages Platinum products will be presented on devices with a screen resolution equal to or above 1024x768 pixels Yellow Pages Online Platinum Product Updates Advertisers are entitled to update the appearance of their Yellow Pages Online Platinum product on an as needs basis. Sensis reserves the right to limit number of changes per Advertiser. State, All States and Local Level Yellow Pages Online Platinum State Platinum Selected headings are available at a State level for Yellow Pages Platinum product. Please consult with Sensis as to current available headings. Note: some headings are available at a Local post code level and not at a State level. Please refer to Local Platinum product rules below. Some State and Local postcode level headings are also available at Regional/Local book level. Advertisers may purchase Yellow Pages Online Platinum products into individual States, however where available may be purchased as an All States option. State based Yellow Pages Online Platinum Product Advertisers will not appear in National (ALL STATES) searches for the heading in which they appear. They will, however, appear in the State (e.g. VIC ALL), all book searches within that state (e.g. VIC Melbourne and VIC- Mildura) and all postcode and locality searches within that state. Onus is on the Advertiser to ensure it can service the particular State, their Yellow Pages Online Platinum product appears within. Sensis reserves the right to remove Advertisers that have purchased a State Yellow Pages Online Platinum product which in Sensis view does not effectively service the State in which their Yellow Pages Online Platinum advertising appears. State tiles can be purchased for a 90 or 180 days campaign. 29
7.3 Local Platinum Campaigns are for 180 days Local Platinum minimum purchase is 5 postcodes in metro areas and 3 postcodes in regional areas within a heading. Additional postcode localities may be purchased at the original time of booking and where the post code locality is available for purchase through the ordering booking process. The current list of Local Platinum only headings is available on application through Sensis. The list of available local headings may change from time to time at the discretion of Sensis. Some Postcode level headings are also available at Regional/Local book level. Regional local books Campaigns are 180 days Regional and local book coverage is available in selected headings, a current list of these headings is available on application through Sensis. The number of Regional/local book platinum listing positions will vary, depending on the heading. Sensitive Headings Yellow Pages Online Platinum Advertisers defined to appear within an Adult Sensitive Heading and who publish photos or drawings of people in their Yellow Pages Online Platinum must ensure the images are head and shoulder images only. All other Standards associated with publishing within Sensitive Headings apply to the Yellow Pages Online Platinum product. Available Headings The Yellow Pages Online Platinum product is available in headings selected by Sensis. Please refer to the current Yellow Pages Online Platinum rate card to determine which headings are available. Where Sensis elects to make the Yellow Pages Online Platinum product available at State Regional Book or Local book level, available headings may vary from state to state. Bookings and Renewing contracts Yellow Pages Advertisers wishing to extend their existing campaign by 90 or 180 days (State Platinum) or 180 days (Local Platinum) will be subject to the standard availability criteria as if they did not currently have the Yellow Pages Online Platinum product. Advertisers cannot book more than 6 calendar months in advance of their existing contract finishing dates. Advertisers have the opportunity to book future advertising in the same heading, provided that: The start date for a campaign is not more than 3 calendar months from the contract sign date The start date for a campaign is not less than 10 days from the contract sign date Note: The three listing positions are allocated on a first-in first allocated and published basis. 30
7.4 Yellow Pages Mobile Premium Yellow Pages Mobile Premium is a paid digital product that allows an Advertiser to secure a prime position on the search results page of Yellow Pages Mobile. Yellow Pages Mobile Premium: is priority positioned at the top of the search results page and may appear in additional positions within the search results, within the purchased heading. (Note, additional appearances may vary according to the consumer mobile device, application i.e. Mobile devices running Android, Apple ios or other software presentation of the Mobile Premium tile results may vary. Is available in headings nominated by Sensis Yellow Pages (refer to your Media Advisor) is only displayed in the defined geographical locations selected by the Advertiser from within the map and suburb lists supplied by Sensis. Rules & Eligibility Yellow Pages Mobile Premium Product Rules Product period is 12 months (365 days). The Advertiser must be located within or be able to service the Yellow Pages Mobile Region their Yellow Pages Mobile Premium product appears within. Sensis reserves the right to remove Advertisers that have purchased a Yellow Pages Mobile Premium product which in Sensis view does not effectively service the area in which their Yellow Pages Mobile Premium advertising appears. Yellow Pages Businesses are able to purchase advertising in selected heading and Yellow Pages Mobile Region combinations. A maximum of four Advertisers are able to purchase a Yellow Pages Mobile Premium product per available Heading for each approved Yellow Pages Mobile Premium Region Content for the listing will be inherited from the advertiser associated presence product. Therefore a free listing advertiser will not have a picture and opening hours until they have purchased one of the Digital product ladder product (Network foundation is the minimum purchase). General Rules Within a particular Heading and Yellow Pages Mobile Premium Region, Advertisers may purchase one Yellow Pages Mobile Premium product for each of its: I. Business location; and II. Business name or national brand registered to their use Where an Advertiser purchases multiple Yellow Pages Mobile Premium products in the same Yellow Pages Mobile Premium Region, Sensis makes no representation as to which result will be returned. The Advertiser may purchase a maximum of 2 Yellow Pages Mobile Premium products per Heading and Yellow Pages Mobile Premium Region combination per business name or national brand registered to their use. Sensis reserves the right to limit the Advertiser to one Yellow Pages Mobile Premium product when no clear identification of locations, delineation of business names exists or where brands in the requested Yellow Pages Mobile Premium products are considered to dominate or confuse the site or user. Where more than one Advertiser exists for a Heading and Yellow Pages Mobile Premium region combination, each Advertiser will rotate per new search and as such Advertisers are not entitled to, or able to select a permanent position for their Yellow Pages Mobile Premium product. If a Yellow Pages Mobile Premium Advertiser cancels any existing products in order to purchase the Yellow Pages Mobile Premium product, they will forego the original signing date associated with those products cancelled. 31
Inventory Availability Sensis reserves the right to make available or withdraw Yellow Pages Mobile Premium Inventory at its discretion this includes inventory by heading, and Yellow Pages Mobile Region. Sensis reserves the right to alter the features of the Yellow Pages Mobile Premium Product (including minimum and maximum contract terms). Due to the nature of mapping technology, Sensis does not warrant or guarantee that mapped search results are accurate or capable of being displayed in all circumstances. Sensis reserves the right to reject or amend content which exceeds the maximum character length specified for the Short or Long descriptions. Restrictions apply to the number of Yellow Pages Mobile Premium product positions single Advertisers can purchase per heading. Presentation style of Yellow Pages Mobile Premium product will vary from handset to handset Sensis makes no representation as to the presentation style. All standards associated with publishing within Sensitive Headings apply to the Yellow Pages Mobile Premium product and Publishing Resolution Rules for devices. When a state search is conducted on a mobile or tablet devices, all advertisers that have purchased within the state will be rotated through the priority positions in proportion to the coverage that they have purchased. 32
The following resolutions will be used as the rule in presentation of Yellow Pages Online Platinum results or the Mobile format results for Platinum Products or Mobile Premium Products. I. Yellow Pages Mobile Premium products will be presented on devices with a screen resolution below 1024x768 pixels II. Yellow Pages Platinum products will be presented on devices with a screen resolution equal to or above 1024x768 pixels Available Headings The Yellow Pages Mobile Premium product is available in Headings designated by Sensis. Yellow Pages Mobile Premium updates Advertisers are entitled to update the short and long descriptions associated with their Yellow Pages Mobile Premium product a maximum of once per fortnight. Booking and Renewing Contracts The Yellow Pages Mobile Premium product will be sold on a first-in first allocated and published basis. The start date for a campaign must be not less than 10 days and not more than 3 calendar months from the contract sign date. Existing Yellow Pages Mobile Premium Advertisers will not be given a first right of refusal for renewal of their Yellow Pages Mobile Premium product. Advertisers wishing to extend their existing 365 day campaigns will be subject to the standard availability criteria as if they did not currently have the Yellow Pages Mobile Premium product. Advertisements will be removed at the end of the campaign period unless the contract is renewed. Where an Advertiser has a Yellow Pages Mobile Premium product and purchases other Yellow Pages products, the signing date for other products will be the date they enter into contracts for those products(not as per the Yellow Pages Mobile Premium date). 8 Yellow Pages Digital Add-On Products Yellow Pages Digital offers a range of products that help further enhance an Advertiser s advertising program. These products are Yellow Pages Video Production, Yellow Pages Digital Plus and Yellow Pages Offers. 33
8.1 Yellow Pages Video Production The Yellow Pages Video Production provides professional video production to assist businesses to produce short videos to feature on their Business Profile Pages. There are three options available: Yellow Pages Video Pro Production A professional video usually shot at the Advertiser s business. Key Features: 45 seconds duration, shooting on location, incorporation of supplied images/video, professionally written script and voiceover, on camera interview/presentation, royalty-free music from our licensed collection, professional editing, contact information endscreen, search engine optimisation and video network syndication. Yellow Pages Video Ready-to-Air A professional video made using pre-prepared footage. Key Features: 20 40 seconds duration, pre-produced library footage, incorporation of supplied images/video, professionally written script and voiceover, royalty-free music from our licensed collection, professional editing, contact information end-screen, search engine optimisation and video network syndication. Yellow Pages Video SEO & Syndication The Advertiser can supply their own video or video link, which will be uploaded to your Yellow Pages Online and made it available on leading video-sharing sites. The video will also be search engine optimised and shared on video sites. Key Features: Recommended less than 3 minutes duration to maximise consumer focus and attention, search engine optimisation and Video network syndication. Rules & Eligibility Video production and syndication services will be provided by Spotzer Media Group (ABN 44 138 687439) ( Spotzer ). Advertisers agree that Sensis will disclose their information to Spotzer in order for them to produce your video. To qualify for a Yellow Pages Video Production, the Advertiser must: be a, Yellow Pages Network Advantage, Yellow Pages Network Professional or Yellow Pages Network Professional Plus Advertiser; be located in a Metropolitan Yellow Pages Book area or selected Regional Yellow Pages Book area; and not appear in a sensitive Heading. 34
Pro Production Video product Once Sensis receives the order, the Advertiser will be emailed to commence gathering information about their business. Within three business days of receiving the order, the Advertiser will be contacted to schedule the video shoot. The Advertiser can request a shoot at one additional location (in same city), but must make this request at the time of scheduling. It is important that Advertiser is clear about all requirements for their video upfront. If the Advertiser cannot be contacted to gather inputs or to arrange a shoot date, this may result in termination of their Yellow Pages Video Production product. Therefore, it is very important that Advertisers provide the correct contact details to Sensis (including email address), make themselves available to shoot the video, and provide other information requested to produce the video. Shoot rescheduling must be arranged at least 24 hours prior to the agreed shoot time. If the Advertiser reschedules the shoot within 24 hours of the agreed time, Sensis may charge them a reschedule fee. If the Advertiser reschedules multiple times, Sensis may cancel their product. If the product is cancelled by the Advertiser before the agreed shoot time, they will be required to pay Sensis a cancellation fee. At the conclusion of the shoot, the videographer will conduct a brief survey with the Advertiser to capture their feedback and to guide the editing and post-production processes. The video will then go into post-production, which will take up to 10 business days. At this time, the video footage will be edited, a voiceover added (if documentary style requested) and business contact details (business name, address, phone number and web address) will be included within a Yellow Pages branded end screen. Upon completion of the video, the Advertiser will be emailed a preview publishing link. From the date they receive the link, they will have three business days to request any changes to the video. If the Advertiser does not contact Sensis/Spotzer within this period to request changes, it will assumed that they approve the video. After the video is approved, it will be published on your Yellow Pages Online listing. If the Advertiser wishes to make changes to the video after it has been approved, they may incur an edit fee. The Advertiser will be notified by email when their video has been published on Yellow Pages Online. This may take up to 20 business days. When finalised, the Advertiser will have access to the code so they can, subject to these terms, embed the video into their own website or blog. The video will also be made available on third party video sharing sites (determined by Sensis). Ready-to-Air product Once Sensis receives the order, the Advertiser will be contacted within three business days to confirm the order. Within 10 business days of confirming the order, one or more pre-prepared videos will be sent to the Advertiser to view. The Advertiser will then be contacted to discuss customisation of the video. Following the discussion, the video will be customised and the Advertiser will be provided a preview link within five business days. From the date the Advertiser receives the link, they will have three business days to request any changes to the video. If they do not contact Sensis/Spotzer within this period to request changes, it will be assumed that they approve the video. After the video is approved, it will be published on your Yellow Pages Online listing. If the Advertiser wishes to make changes to the video after it has been approved, they may incur an edit fee. 35
SEO & Syndication and Advertiser Supplied products The Advertiser must supply Sensis/Spotzer with a URL to their video and be authorised to supply that URL to Sensis/Spotzer to perform the services. If the video is not already hosted on YouTube, Sensis/Spotzer grants Sensis permission to upload the video to YouTube on their behalf and on the terms set by YouTube in order for it to be played on Yellow Pages Online General Video Product Rules If Sensis / Spotzer cancels their Yellow Pages Network Professional Plus / Network Profession, Yellow Pages Network Advantage, their video will no longer be available for playing on Yellow Pages Online. Videos will be hosted on Business Profile Pages on Yellow Pages Online by YouTube on terms set by YouTube. Information on YouTube s terms of service can be found at: http://www.youtube.com/t/terms. Sensis has no control over YouTube s (hosting) terms. YouTube and Sensis are not affiliated in relation to the hosting by YouTube of videos relating to Sensis Advertisers. Videos will not be published or syndicated unless they comply with Sensis product rules, guidelines and standards. Sensis may check videos against the product rules, guidelines and standards from time to time. Sensis reserves the right to cease syndicating a video or to disable or remove a video from Yellow Pages Online at any time and without prior notice to the Advertiser if Sensis reasonably believes that a video breaches the product rules, guidelines and standards. Please refer to the Yellow Pages Video Production Checklist for more information. Advertisers acknowledge that Sensis is not responsible for whether or how a third party publishes videos, the way they determine the relevancy of videos, other content they publish in conjunction with videos and any changes they make to videos on their site. To enable the video to be produced and/or distributed to video-sharing sites, the Advertiser grants Spotzer the same licenses that are granted to Sensis under the Sensis Product Contract Terms with respect to the Advertiser s content. The Advertiser will also do all things reasonably necessary (including obtaining relevant consents) to enable Spotzer to create and use images and voice recordings of their facilities, properties, products, employees, agents or clients when producing and/or distributing the video. Pro Production or Ready-to-Air products: the Advertiser will have the right to use the video produced for them for commercial advertising purposes but only in connection with media approved by Sensis. Advertisers are not permitted to transfer, assign or sublicense videos or to use derivatives of videos in any other way. Sensis own the intellectual property rights in videos produced with this product; the Advertiser will have non-exclusive rights to use each Spotzer Element contained in the video. Spotzer Element means any unique slogan, concept, script and any independently copyrightable element (such as a photo, video, animation, voice art, logo, look and feel and music) that is provided by Spotzer in connection with the creation of the video; and if the Advertiser purchases the Ready-to-Air product, they will receive exclusive rights to use pre- produced library footage only in their own region and the library footage will be available to others outside their region. Regions are determined by Sensis. 36
Without limiting the warranties the Advertisers provide under the Sensis Product Contract Terms, the Advertiser represents and warrants that: they have full rights to use, broadcast and distribute their content and can substantiate all claims made therein; their content is truthful and not misrepresentative or misleading; their content and Sensis use of the video and URL will not infringe upon or violate the rights or property interests of any third party (including privacy and intellectual property rights); they have or will procure the consent of any people who they want to appear in their video (e.g. employees); and they will not use the video or any part of the video except as permitted these terms 37
8.2 Yellow Pages Digital Plus Yellow Pages Digital Plus is an entry level Sensis Search Engine Marketing product for Yellow Pages Network Professional Plus, Network Professional and Digital Advantage Advertisers. Yellow Pages Digital Plus is designed to drive business leads from popular search engines directly to an Advertiser s Yellow Pages Digital Business Profile Page. For more information regarding the Yellow Pages Digital Plus product (including product rules), please see Sensis Search Engine Marketing Guidelines. 8.3 Yellow Pages Offers The Yellow Pages Offers provides Advertisers with the opportunity to promote their business, products or services through discounts and promotions on a dedicated offers site; www.yellowpagesoffers.com.au Yellow Pages Offers are available as the Standard Offers product from 29th June 2012 The Yellow Pages Offer Offer of the Day product has been discontinued from sale after June 2012. Please refer to previous versions of the Yellow Pages Digital Advertising Rules for information regarding this product. Entry Policy and Criteria Acceptance of all offers is at the discretion of Sensis. To be eligible to purchase Yellow Pages Offers, Advertisers must have one of the following Yellow Pages Digital products: Yellow Pages Network Professional Plus Yellow Pages Network Professional Yellow Pages Network Advantage Yellow Pages Network First Entry Advertisers are not required to be a national business to purchase Yellow Pages Offers. The Yellow Pages Offers product is available for purchase by all Australian located businesses, except those that appear under sensitive headings (see Sensis Sensitive Headings policies). Yellow Pages Offers Standard Offers Standard Offers provides Advertisers the ability to showcase up to 10 offers per month, which will be displayed on the Yellow Pages Offers website. Standard Offers are special offers and promotions that are displayed on the Yellow Pages Offers website under the Other Offers Tab for up to 90 days. Links to Standard Offers are displayed on the Advertiser s Yellow Pages Business Profile Page on Yellow Pages Online and Yellow Pages Mobile. Standard Offers is included as part of the Yellow Pages Network Professional and Network Professional Plus products. For Advertisers who do not have a Yellow Pages Network Professional or Network Professional Plus product (e.g. Advertisers with Yellow Pages Network Advantage), Standard Offers can be purchased for a monthly fee for a minimum period of 6 months. Details of current rates can be found on the Yellow Pages Network Product Rate Card. The monthly fee will be applied to the Advertiser s Sensis bill. Yellow Pages Standard Offers is a perpetual product, meaning that at the end of the 6 month minimum period it will continue to be provided on a monthly basis until cancelled. 38
If the associated Yellow Pages Network product expires, is cancelled or terminated for any reason, the Yellow Pages Standard Offers product will also terminate and offers will be removed from the Yellow Pages Offers Site within 48 hours. Where the Advertiser s Standard Offers involves a price discount the discount must be genuine and off the standard retail price of the product or service. Advertisers can manage their Standard Offers through a self-service tool, which is available 24/7 at https://customercentre.sensis.com.au/ Responsibility for offers The Standard Offer between the consumer and the Advertiser providing the offer. Matters relating to refunds, fulfillment of offers, offer terms and conditions and receiving or handling complaints relating to offer or the products and services offered are the sole responsibility of the Advertiser providing the offer. Sensis has no responsibility and Advertisers must not refer customers to Sensis or inform them to contact Sensis to resolve any complaints or queries about the offer. General Offer Content Rules The Advertiser is solely responsible for the offer and must comply with all applicable laws, including consumer laws. (Refer Yellow Pages Advertising Rules Entry Policy and General Sections). Yellow Pages Offers are a template and appear with standard borders and content layout. The templates cannot be changed. Advertisers have the opportunity to upload their own artwork or business logo. Advertisers must abide by Yellow Pages Advertising Rules Entry Policy and General Sections when uploading their own artwork or business logo. Sensis retains the right to reject or approve Advertiser offers before they go live on the Yellow Pages Offers website. Sensis may request that Advertisers make changes to their offer where the content does not comply with existing Yellow Pages Advertising Rules: Offers will then need to be resubmitted for approval. Sensis may modify the copy of an offer to make improvements to grammar, spelling, readability and attractiveness of the offer. All content is subject to approval by Sensis. Advertisers should allow up to 2 (two) days for approval and ensure that mandatory elements such as images and logos have been submitted beforehand. It is the responsibility of the Advertiser to ensure they submit their offer at least 2 (two) days in advance of the offer validity date. Failure to do this may result in the offer being published after the validity start date. The content and format of a Standard Offer must meet the following guidelines. Images and logos must be in a supported format limited to GIF, PNG, JPEG and BMP Images and logos for Standard Offers must be readily available and must be uploaded to the website before offers can be approved and published on the website. Images and logos for Standard Offers can be uploaded directly to the website, or Advertisers can utilise the default image for their selected category. Image file size cannot be larger than maximum 40kb. A minimum resolution of 72 DPI will be accepted but the website supports higher resolution. 39
Only static images can be used in your offer, no animated GIFs or Adobe Flash are to be used. If uploading own artwork or business logo in a standard offer the following dimensions must be adhered to; image should be no smaller than150 x 150px and will automatically be rescaled to fit the available space in the offer template Yellow Pages Offers Product Standards Yellow Pages Offers is not available for purchase in Sensitive headings. For details, please refer to Sensis Advertising Rules and Sensis Product Standards. Sensis reserves the right to add or remove headings as required and to remove offers from Yellow Pages Offers headings deemed not to meet the intent nor rules and standards of the product. Images and text supplied must not include any of the following: misleading claims; depictions of sexual activity, nudity or other adult themes; violence or cruelty (including towards animals); drugs/drug use; material advocating criminal activity; coarse language; or conduct that is otherwise contrary to prevailing community standards; content that may have an unfavorable impact on Sensis (including the Yellow Pages brand) content that is possibly defamatory or discriminatory towards others; content without the consent of the third party content owners (e.g. logos, images, tag lines); content depicting competitors of the Advertiser in a possibly disparaging or misleading way; content identifying a person (children, famous characters or celebrities, people with an apparent mental illness) possibly without their consent; content representing that Sensis or Yellow Pages endorses, sponsors, approves or is associated with the Advertiser; graphics that are not in supported format; acronyms and SMS language, e.g. LOL, 2 4 1HAGD, IMO, JK; and excessive use of special characters, e.g. Gre@t, *Limited*, @mazing!!!!!!. 40
Standard Offers must include the following minimum information: Location Heading Offer Details Terms and Conditions Business Logo or Image Category Redemption Instructions Offer Display Dates Offer Valid Dates Appearance & Positioning Yellow Pages Offers Standard Offers Standard Offers are accessible via the Other Offers tab on the Yellow Pages Offers website home page. Standard Offers are also accessible via a link from an Advertisers Yellow Pages Online Business Profile Page on yellowpages.com.au or from the yellow pages mobile site. Consumers can click on Offers to see further details, print, e-mail or share via Facebook or Twitter. Offer Specifications The following table includes format, layout and examples for Yellow Pages Standard Offers components and specifications Yellow Pages Offers Standard Offers Element Specification Comments Example Heading Maximum Characters: 70 A succinct and clear heading will work best 2 coffees for the price of 1 at Peppers Cafe These are multiple options for the style of offers an Advertiser may wish to promote: 2 for 1 deals a % off free product or service with another purchase bonus products or services 41
Offer Details Maximum Characters: unlimited This section is where an Advertiser may include additional offer details and key selling points Peppers offers customers 2 coffees for the price of one. Come and sit by the fire or enjoy the heated outdoor courtyard overlooking our beautiful garden. Redemption Instructions Select from predetermined options There are multiple ways in which a consumer may redeem an offer from an Advertiser s business. An Advertiser sets the redemption type based on suitability to their business To redeem your voucher please print it and present on the day to receive your offer Select from four options: Instructions Only Instructions and Website Details Instructions and Addresses Instructions and Email/Phone Logo 150x150 px Advertisers may upload their own logo or choose the default one for their category Publication 42
Changes to offers prior to scheduled publication may be made via the Yellow Pages Customer Centre up to five days prior to scheduled publication. This applies to Standard Offers. Any changes to offer details requested less than five days prior to scheduled publication of an offer campaign must be received in writing. Requests can be made through the Yellow Pages Customer Centre, or by formally contacting Sensis Customer Care where changes can be managed on behalf of Advertisers. Advertisers will be notified by email when their offer has been published on the Yellow Pages Offers site. Please allow up to two business days for this notification. If an Advertiser requests that Sensis removes a Standard Offer from the Yellow Pages Offers site prior to the campaign end date two or more business days notice in writing is required. Sensis will then attempt to remove listings in a reasonable timeframe which will be a minimum of two business days from the date of the request. After a Standard Offer has been published, Advertisers can login via the Yellow Pages Customer Centre to manage the offer details or can contact Sensis Customer Care. Advertisers can request to remove the offer or to change the products to which the offer relates. Any significant changes will be emailed back to the Advertiser for approval. Reporting Advertisers can view the following reporting in the customer centre: (see screenshot below) Number of times the coupon has been viewed (detailed view only, appearance in search Number of times the coupon has been downloaded (site user has clicked download) Example: customer centre reporting (i.e. Downloads 4, Detail views 5) Changes If Advertisers wish to make minor changes after their Standard Offer has been published, they may contact Sensis Customer Care by phone or update their offer through the Yellow Pages Customer Centre online. Any significant changes will be emailed back to the Advertiser for approval. 43
9 Yellow Pages Network Content Entitlements The following section details the content entitlements of Advertisers who purchase a Yellow Pages Digital Product. In particular, it Yellow Pages provides an explanation of the terms Basic Content and Additional Content, which are used in the Sensis Product Contract Terms to describe content collection processes. Advertisers are responsible for fulfilling their content entitlements, which can be done via the Yellow Pages Customer Centre. Advertisers must have authorisation to use brands, images or content within their Yellow Pages advertising and must comply with rights to use. Sensis may supply stock images for use in artwork and images as part of the Advertisers Yellow Pages brand package content on the basis that their inclusion complies with the Advertisers rights to use requirements. 44
Basic Content This is the minimum content that all Advertisers can include in their listing. Some basic content is mandatory. 9.1 Yellow Pages Digital Content Attributes: Basic Content Basic Content Business Address (Physical &/or Postal Address Network Professional Plus Network Professional Network Advantage Network Select (DIY) Network Foundation (DIY) Network FE YOL5 YOLDSOL YOLDBB TBA TBA YOLDFE Inc Limit Inc Limit Inc Limit Inc Limit Inc Limit Inc Limit 1 1 1 1 1 1* Heading 1 1 1 1 1 1 Business Listing Information Business Contact # 1 1 1 1 1 1 Heading 1 1 1 1 1 1 Business Name 1 1 1 1 1 1 Main Email 1 1 1 1 1 1 Main Website URL 1 1 1 1 1 1
Business Name (Mandatory) This is the registered business name or trading name that the business operates under. All listing names must be recognised entities (see the Yellow Pages Advertising Rules section relating to business names for more). Business names must appear as a combination of upper and lower case letters. An Advertiser s business name cannot be presented in non-standard format, such as in all capital letters, unless the business name consists of a group of individual letters (for example F.I.G Catering) as a registered business name acronym. Heading (or heading) (Mandatory) This is the classification the business wishes to appear in for business type searches. Businesses must only appear in headings in which they can clearly demonstrate they can provide a product or service in relation to. Physical Address and/or Postal Address (Mandatory) This is the business physical point of presence. The address provided must be for premises where a customer can visit and deal with the business and from which the business sells products or provides services. Business addresses may be suppressed in certain circumstances ( See Yellow Pages Advertising Rules). For example, suburb and State can be suppressed for come-to businesses (i.e. businesses that predominately visit a customer to provide products and services) in accordance with the rules. Main Contact Number (Mandatory) This is the business main contact number. This number can be a landline, mobile, 13, 1300 or 1800 number. Any 19xx number must include a price qualifier as set down by the ACCC legislation. Main Contact Web URL The Web Link provides a link to a business website. A Web Link: must link to a valid and operating website address (URL). must only link to a website address that the Advertiser is entitled to link to. is not restricted to the home page of an Advertiser s website. may be to an Advertiser s online shop or online site which appears as part of another site (e.g. an Advertiser s own ebay site within the ebay website), provided the Advertiser is entitled to link to that shop/site. Advertisers may include a vanity website address on their Business Profile Page (i.e. the website link refers site users to a URL address which is different than that of the Web Link. Sensis reserves the right to remove inoperative Web Links.
Main Email Address This email address will be displayed on the Business Profile Page and is also linked to a form appearing on the Business Profile Page allowing site users to interact with the Advertiser. An email address must be linked to a registered and operating e-mail address used by the Advertiser to communicate with customers. The following represents the output fields of the eform displayed in the Business Profile I. Page: Subject II. Message III. Name IV. Email address V. Phone number The e-mail address used in the eform can be different to the email address displayed on the Business Profile Page. The email address used in the eform can be different for each Location Reach or Servicing Reach product associated with the base Yellow Pages Network Professional or Yellow Pages Network Advantage product. Any inoperative eforms will be removed from the site. The Advertiser is responsible for ensuring that Sensis has the latest email address for the eform. The eform link only appears if it is linked to a valid and operating e-mail address. Additional Content This is the additional content Advertisers are entitled to include in their listing. Please see the matrix below to determine which additional content pieces are available with the relevant products. The inclusion of additional content in a listing has no effect on positioning of products on Yellow Pages Digital Product, when an online search is conducted 47
9.2 Yellow Pages Network Content Attributes: Additional Content 48
10 Yellow Pages Network Content Attributes: Detailed view Additional Content Network Professional Plus Network Professional Network Advantage Network Select (DIY) Network Foundation (DIY) Network First Entry Inc Limit Inc Limit Inc Limit Inc Limit Incl Limit Inc Limit Bus. List. Info. Map 1 1 1 1 1 1 ABN 1 1 1 1 ACN 1 1 1 1 1900 Qualifier 1 1 1 1 1 1 Other Information Other Business Contacts Keywords Text Content Image Content Legal ID Number 1 1 1 1 1 1 Trading Alias 5 5 5 1 1 1 Opening Hours 1 1 1 1 1 Service Notes 1 1 1 No of Employees 1 1 1 1 1 1 Date Established 1 1 1 1 1 1 Other contacts (Landline, Fax, Mobile, Pager, Email, Website URL, International No.) with Description Text (50 characters per contact) Adpoints No limit 30 30 7 3 7 1* Advertiser Keywords (Limit is per Heading) 50 50 10 10 Text descriptor (70 Char.) 1 1 1 1 1 Enhanced Text Descriptor (134 Char.) 1 1 1 1 1 No limit No limit No limit No limit 15 Business Descriptor (160 Char.) 1^ 1^ 1^ 1 Business Descriptor (400 Char.) 1 1 1 Text Block (Title: 64 Char., Text: 400 Char.) 3 3 1 1 FAQs (Question: 200 Char., Answer: 500 Char.) 10 10 3 3 Brand Package (small - 265x265 pixels) image or option with Alt Text (120 Char.) Brand Package (large - 265x795 pixels) image or option with Alt Text (120 Char.) 1 1 1 1 Image Gallery with Alt Text (120 Char. per image) 10 10 3 3 Accreditations & Awards Business Logo & URL 1 1 1 1 1 Accreditations & Awards 3 3 1 PDFs Showcase Links (PDFs) 10 10
Additional Content (Cont ) Network Professional Plus Network Professiona l Network Advantage Network Select (DIY) Network Foundation (DIY) Network First Entry Links Editorial Links (e.g. Blog, Articles etc.) with Description Text (50 characters per link) YouTube Video Links (video or channel) with Description Text (50 characters per link) External Links (e.g. ebay, etsy, Flickr) with Description Text (50 characters per link) Social Media Links (Twitter link/feed, Facebook link/feed) with Description Text (50 characters per link) Mobile/App Links (iphone/ipad Appstore, Android Appstore, Other) with Description Text (50 characters per link) Inc Limit Inc Limit Inc Limit Inc Limit Incl Limit Inc Limit 10 10 1 3# 3# 1# 5 5 2 1 4# 4# 2# 3 3 Instant Messaging Contact Details (Skype, Gtalk etc.) 5# 5# 1# 1# Coupons USP s Yellow Pages Offers 10# 10# $ 10# $ 10# Unique Selling Points (USP s) 5 5 Enhanced Business Logo Network Professional Plus Content Advertiser Brand Bar Hero Image &/or Video (5x) Brand Colour Up to 5 min 1 1 Brand Bar colour Promo Tiles (3x) including customised black text 3 # denotes content not available on sensitive headings * denotes advertiser is entitled to one of these content pieces, not all ^ denotes will only appear in absence of 400 char. business descriptor, if keyed in business entity $ denotes the content is available but incurs an additional charge Map appears only on listings that are geocodable - i.e not on Network Servicing Reach product listing or suppressed address listings Note: For Network Servicing Reach (YOLDPMBS), Servicing Reach Re-use (YOLDPMBVAN) and Location Re-use (YOLDLRU), content entitlement is the same as for Network Solution with the exception in certain cases of the map as per above. For IYP, content entitlement is the same as Network FE except it does not have main email or main web, and has the addition of a print ad rendered as an image. 50
10.1 Business Listing Content ARBN/ACN This is the registered number that the business operates under. 1900 Qualifier Mandatory for premium telephone number services e.g. those that meter the call the customer is making, and charge per minute Legal ID Number This is the legal or mandatory industry numbers or identification that the business must display. For example, PCA number, LMCT number etc. Trading Alias Advertisers may include a trading alias as part of their information. This name does not form a component of a business name type search. Opening Hours Must appear as follows: Days Hours Monday From - To/24hr Closed or By Appointment Tuesday From - To/24hr Closed or By Appointment Wednesday From - To24hr Closed or By Appointment Thursday From - To/24hr Closed or By Appointment Friday From - To/24hr Closed or By Appointment Saturday From - To/24hr Closed or By Appointment Sunday From - To/24hr Closed or By Appointment Public Holidays From - To/24hr Closed or By Appointment Option to insert additional hours of operation per day, taking into account lunchtime closures Monday 9:00am to 1:00pm & 3:00pm to 6:00pm. Service Notes This allows businesses to specify specific instructions to their hours of operations e.g. By Appointment, Sundays from 10:00am to 5:00pm. Free text field of 150 characters This area is not to be used to list the standard operating hours, only exceptions or special instructions. Number Of Employees The number of employees that the business currently has. On a scale: 5000 + 1000 5000 500 1000 200 500 100 200 50 100 20 50 10 20 1 10 Date Established The year the business was established
Map & Directions The Map & Directions feature is provided Yellow Pages where a map is available. However, Advertisers will only be given map and directions feature if the Advertiser s address provided is mappable on the Whereis database. Where an address is suppressed to state or suburb there will not be a marker for the business displayed on the map For Servicing Reach businesses, PO Boxes and suppressed addresses (whole or partial) are not mappable and provided for the listing. adpoints AdPoints are preselected keywords associated with an Advertiser s Yellow Pages Network listing. They are also categorised into various fields, such as Brand and Product Service. AdPoints are used to assist the search capability on Yellow Pages Network sites and better match a listing to the terms a user has searched for. Each listing is entitled complementary adpoints. In some cases there will be a limited number adpoints relevant to an Advertiser due to the heading. Advertisers are responsible for selecting adpoints that are: directly relevant to the heading under which their listing will appear; directly relevant to the names or brands of the products and services that they typically offer; and an accurate description of the type of business that they conduct; Advertisers must not select adpoints that represent the name/s of a product/s or service/s that it does not provide or does not regularly provide or the name/s of business/es that it competes with, from time to time; and Advertisers must promptly notify Sensis if an adpoint it uses is no longer relevant to the Advertiser s business (e.g. due to changes to product lines or business type). Sensis reserves the right to refuse or remove adpoints from an Advertiser s listing if Sensis deems them to be inappropriate or irrelevant to the Advertiser. Sensis is not responsible for an Advertiser choosing adpoints that are not relevant to that business. It is the businesses responsibility to ensure that their adpoints are accurate and relevant to their own business. AdPoint Synonyms and adpoint Fields are subject to change without notice Sensis reserves the right to make alterations to or remove adpoints so they better align to search terms used on the Yellow Pages Network, from time to time. If Sensis decides to remove an adpoint, that adpoint will be removed from all Advertisers. Advertisers must select adpoints from the adpoint list determined by Sensis. If an Advertiser wishes to use a word as an adpoint that does not appear on the list, a request may be made to Sensis for that word be added to the list. Sensis will consider all such requests, but the approval of new adpoints is subject to Sensis discretion. If Sensis approves a request for a new adpoint, that adpoint will be available for all Advertisers to use. Sensis will not guarantee the addition or any new requests, nor when they may be added (if approved). A sales person cannot make commitments to Advertisers that they will be able to add newly requested adpoints in order to secure a sale the approval of new adpoints is entirely to the discretion of the adpoint management team. If an Advertiser wishes to add new terms to the adpoint list, then they should add these terms to their keywords as an alternative (see details below) 52
Keywords Unlike adpoints (which are relevant to searches on Yellow Pages Network sites), keywords assist in search engine optimisation, allowing the Advertiser to add relevant words to their listing to assist search engines to locate their Business Profile Page. Note: Advertisers may include up to a maximum of 5 locations or suburb keywords for areas they actively service. The Yellow Pages Online site currently does not utilise this information for location search. 10.2 Brand Package, Image & Gallery Brand Package The Brand Package appears on the Business Profile Page and can include an image or a combination of graphical and text information. The Brand Package content Appears down the right hand side of the Business Profile Page; and consists of (dependent on the packaged purchased); Yellow Pages Network Professional or Network Professional Plus one fixed window measuring 265 pixels x 795 pixels at a resolution of 72dpi Maximum File Size (high resolution devices): 1590px high by 530px wide Yellow Pages Network Advantage one fixed window measuring 265 pixels x 265 pixels at a resolution of 72dpi Maximum File Size (high resolution devices) 530px by 530px Customers are encouraged to upgrade the size of their image gallery files to meet requirements of high resolution screens and devices Content within the Brand Package will not be used as adpoints, nor can the content be searched on, or found by search engines. Image Gallery The Image Gallery enables Advertisers to display images relating to their portfolio of products and services. An Image Gallery displays up to 10 Images promoting the customers products or services. Description & Dimensions for Image Gallery Image Gallery displaying Images may be accepted in a min height /Width of 300px up to a max of 900px x 1200px once clicked into or selected Base thumbnail images appear as 95 x 95 pixels ("low-res appearance on high res mobile display) OR 190 x 190 pixels ("hi-res appearance on high res mobile display) Existing thumbnail images may remain in legacy format of (50px x 100px) or in landscape (100px x 50px) GIF in a (106px x 106px) however customers are encouraged to upgrade the size of their image gallery files to meet requirements of high resolution screens and devices Maximum file size is 200 Kb per image. File type JPEG, GIF, PNG Images can be displayed in a specific order i.e. Start Middle End of a Job. Clicking on an image will pop up a larger image in portrait (300px x 450px) or in landscape (450px 300px) in a (450px x 450px) window 53
Where the Advertiser owns multiple brands, business types or products, the Advertiser must use the most relevant images. An Image Gallery image may have either multiple images or a montage limited to one single product or service. Images will not be allowed if they present a range of different products within the one image. Business Logo The Business Logo feature shows an Advertiser s logo or a selected image next to listing within the search results page and at the top of the Business Profile page. The logo should be primarily the company s brand name or trademark. Other images representing an Advertiser, for example a shop front or photo/pictorial representation of the business, may be accepted with Sensis approval. Advertisers may not include text such as click here or additional advertising information in conjunction with a logo. An Advertiser requesting inclusion of a trademark, logo or brand must be the owner or be an authorised user of the content When a user clicks on the logo, the user is automatically taken to the Advertiser s website URL. If the Advertiser has no website, the Advertiser can link to their Yellow pages Business Profile Page URL File size (weight) of the image should be not more than 40kb, and Sensis will resize the image as required. Logos are vertically aligned top and horizontally aligned centre of the format area below and are available in three different configurations to suit the requirements of the logo. Acceptable as 160 high x 160 wide images, File type JPEG,GIF,PNG Max size 40kb 10.3 Showcase Links & PDF Content Description The showcase links enables Advertisers to display their PDF catalogues, menus, product lists showcase links consists of a panel that can include up to 12 catalogues. 54
The newest Showcase links listed defaults to the first position. New catalogues can be added to or removed from the showcase links upon request by the Advertiser. All showcase links can be downloaded. Each catalogue PDF will have a maximum file size of 5MB. The showcase links Icon is 170px by 170px with a maximum supplied size of 240px by 240px. Maximum file size of 100KB. The showcase links naming field has a maximum length of 200 characters. Showcase links area will have a link to Adobe Reader for the user to install Reader (if required). The showcase links feature does not influence listing priority or positioning in search results. Content Submission Criteria Advertisers must provide PDF s that feature products or services under the headings advised by Sensis. Where the Advertiser owns multiple brands, business types and products, the Advertiser must use the most relevant catalogues under the headings in which the Showcase Links appear. The Advertiser must provide catalogues to Sensis in PDF format. The thumbnail of the Showcase Link must be a thumbnail of the brochure not the logo of the business. Description Dimensions Showcase Links Thumbnails appear as part of the Showcase Links are automatically generated by Sensis Image File Type: JPEG, GIF, PNG Max File Size: 100 kb Dimensions: Height 240pixels, Width 170pixels Maximum File Size of pdf 10 Mb 55
10.4 Text Content Sensitive Headings Advertisers within sensitive headings must meet the Sensis Product Standards in relation to content approval. Text content - impact on Positioning Yellow Pages text content items have no effect on priority positioning of products within the Yellow Pages Network sites. However text can be used by search engines, and other external sites to influence positioning on their search results pages. Text Descriptors Text Descriptors cannot be a slogan of the business or brand but must be a description of the Advertiser s core business functions. Text descriptors should aim to include as many words as possible that describe the products, services, brands and major focus of the business. Try to encourage the use of words that a customer might use if they were searching for what that business does the text descriptor is used by search engines to help match the business profile page to a search a user conducts on their site. The Text Descriptor must be typed in a grammatically correct manner and include spaces between words and after full stops and commas. Title case appears as upper and lower characters i.e. Brands including Honda, Holden. Text Descriptors cannot be used to promote other business addresses or listing details unless the exceptions criteria below have been met. The purpose of the Text Descriptor is to provide valuable content and site enhancement. For this reason characters and or multiple symbols cannot be used for creative effect or to create a design. E.g. the following Text Descriptor is not allowed: Save heaps of $$ Phrases such as click here for more info or any references to an Advertisers content or listing is not acceptable. Exceptions criteria An Advertiser who has purchased at least one Location Reach, Servicing Reach or Network Targeting (at a postcode level or above) product will be able to include the following location types: street name, suburb, region (book area), state, or country in their text descriptor so long as it reflects the nature of their purchase area: Example 1. The Advertiser has purchased Network Targeting at the book level in greater Geelong region. The Advertiser can state we service greater Geelong in the Text Descriptor. Example 2. The Advertiser has purchased two Location Reach s, in Frankston and Langwarren. The Advertiser can state we also have locations in Frankston and Langwarren in the Text Descriptor. NOTE: It is recommended that Advertisers only use their Text Descriptor to state geographical locations if the area or location is an integral part of their business services or product offerings. The Text Descriptor is limited to a maximum of seventy (70) characters in length. Text is displayed in standard format i.e. no Italics Text is displayed in bold font. Text cannot be completely written in capital letters. 56
Text Descriptor Network Professional Plus, Network Professional Location Reach and Network Professional Servicing Reach- The Text Descriptor must be re-used across all Location Reach and Servicing Reach products purchased with a Yellow Pages Network Professional for each Yellow Pages heading. The only change allowed for the Text Descriptor in the main advertisement is for location type (see exceptions criteria). Enhanced Text Descriptor Enhanced Text Descriptor is a product feature allowing for a more detailed description of the Advertiser s services or products, over and above the single Text Descriptor. This Enhanced Text Descriptor appears on the search results page beneath the Text Descriptor and on the Business Profile Page of the advertisement. The Enhanced Text Descriptor must be typed in a grammatically correct manner. Enhanced Text Descriptors cannot be a slogan of the business or brand but must be a description of the Advertiser s core business functions. Text Descriptors cannot be used to promote other business addresses, (unless specific criteria have been met). See Text Descriptor section for exception criteria. The purpose of the Text Descriptor is to provide valuable content and site enhancement. For this reason characters and multiple symbols cannot be used for creative effect or to create a design. E.g. the following Text Descriptor is not allowed: Save heaps of $$ Phrases such as click here for more info or any references to an Advertisers content or listing is not acceptable The Enhanced Text Descriptor includes 130 characters available including blank spaces and, depending on the length of the Enhanced Text Descriptor, may wrap onto another line. Text is displayed in standard format i.e. no Italics Text cannot be completely written in capital letters. The Enhanced Text Descriptor may be re-used across Location Reach and Servicing Reach products purchased with a Yellow Pages Network Professional for each heading. The only change allowed for the Text Descriptor in the main advertisement is for location type (see exceptions criteria). Enhanced Business Logo & Brand Bar The enhanced business logo is larger than standard business logo. The Brand Bar allows Advertisers to display a screen-wide brand bar which appears at the top of the profile page. The brand bar displays the business logo and the brand colour. The brand bar assists Advertisers in projecting a strong brand presence within the Yellow Pages site. It also allows Advertisers to align their Yellow Pages profile page branding with existing web properties. Image up to 640px wide by 170 px deep JPG/GIF, max size 120kb 57
Hero Image/Video Carousel Appears under the Brand Bar allowing Advertisers to show images and videos that feature their business and brand identity. Up to 5 images/videos or both may appear in the Hero Image Carousel to publish this product at least 1 image or video is mandatory and must appear at all times. Each image/video within the carousel may be clicked on to link to a custom URL page or other link. Hero image/videos rotate automatically. Videos may be played directly into browser or linked through to the YouTube page through the imbedded player. Videos may be individual YouTube Video or from a YouTube Channel Images should be 1200 px wide by 674 px high jpg, Max file size 200kb Minimum 600 px wide by 337 pix high File types JPEG,GIF,PNG Text (optional) up to 120 characters per Image/Video promoted. URL link is optional but may be associated with each image or video Promotional Tiles Up to 3 Promotional Tiles appear under the hero image carousel. Allowing Advertisers to promote special offers, announcements, a video page, image gallery link or generate high visual leads to a website or other landing page. Images should be supplied at 260pm high by 640px wide where possible Minimum file size 130px high by 320px wide File Type: JPEG,GIF,PNG Max file 200kb Text to appear on each Promotional Tile may be up to 25 characters (Standard Black text) URL links are optional for each Promotional Tile. For Network Professional Plus advertisers the first Promotional Tile URL link and associated text appears within relevant search area/network Targeting results the listing appears within. Brand Colour The profile page promo tile tabs and text may be customised in Network Professional Plus advertising. The promo tile area tabs includes a customised coloured background and customised black text allowing Advertisers to define a brand colour to meet their requirements. Brand colours may use Hexadecimal code, CMYK, RGB or Pantone as the colour selected. File type: JPEG,GIF,PNG For Example: Yellow Bar including logo and behind Hero Image: 58
For Example: format of promo tile text and colour: Note the button (arrow) colour from Brand Bar colour. Text Blocks Text blocks of up to 400 characters are available for all paid Yellow Pages online customers if they need to add more information to their Business Profile Page. This text can be used to describe the business product or service in more detail, talk about their years of experience, accreditations, quality workmanship, testimonials etc. FAQs Advertisers can list frequently asked pairs of questions and answers. Each question may contain 200 characters and each answer may contain up to 500 characters Editorial Deep Link Content Advertisers may link to blogs or articles associated to the review or promotion of their business, products and services. Advertisers are responsible for ensuring they have permission to link to a blog or article and that they comply with any terms that apply to their right to use the blog or article. An Editorial Deep Link must link to a valid and operating website address (URL) that represents the business. An Editorial Deep Link can only link to a website address that the Advertiser is entitled to link to. Editorial Deep Links may also link to an Advertiser s online shop or online site, which appears as part of another site. e.g. an Advertiser s own ebay site within the ebay website. The content of the deep link is the responsibility of the Advertiser and must comply with Sensis Product Standards. Sensis reserves the right to remove any inoperative Editorial Deep Links. NOTE: Deep links are intended for external links to information, promotions or commentary about the Advertisers business. These links are NOT to be used for Advertiser s main website URL or subsidiaries of. Please use the main website URL (Web link) content field when linking to Advertiser s main URL/home webpage. Video Content Advertisers may provide a link to a video or video channel that features their business that is available on YouTube. This can be either an Advertiser supplied video available on YouTube or a video created by Sensis (See Yellow Pages Video Production Services product). Yellow Pages Video is NOT available for sensitive headings (see Sensis Product Standards document). It is the Advertiser s responsibility to ensure that Advertiser supplied YouTube videos are enabled on YouTube for processing. 59
Please refer to section 2.4.3 for specific details regarding Yellow Pages Digital Video Production Services product offering Deep Link Content Deep links allow Advertisers to showcase other places on the web where their business is represented, or they have a shop front to allow transactions. The number of links an Advertiser can have is determined by the product they have purchased. Advertisers have the option of adding deep link URLs to the following: Ebay link Linked In link ehow link Etsy link Madeit link Digital Booking link Digital Shop link Digital Order Form link Digital Quote Form Contact Us link RSS Feeds Page link TradingPost link CitySearch link Amazon link Flickr link itunes link MySpace link Other Deep link ( Subject to Sensis approval) All links may have a custom label (optional) up to 25 characters in length, plus one description per link (optional) up to 200 characters in length, plus one custom logo per link (optional) 15 pixels (length) x 15 pixels (width) all supplied by the Advertiser. Vanity text and text descriptor must be standard upper and lowercase i.e. Visit Our Internet Showroom here Links cannot contain all capital letters or multiple special characters letters such as Save $$$$$$$ CLICK HERE. Repetition of words in vanity text and text descriptors are not acceptable such as Save Save Save. The content of the deep link is the responsibility of the Advertiser and must comply with Sensis Product Standards. Sensis reserves the right to remove any inoperative or non-compliant Editorial Deep Links. Social Media Deep Link Content Social Media Deep Links allow Advertisers to provide a link on their BPP to live social media feeds connected with their Twitter and Facebook accounts. Advertisers have the option of either providing a link to the feed on their Facebook or Twitter pages or displaying the live feed on their Yellow Pages Online Business Profile Page. Feeds are dependent on the Twitter and Facebook websites and as such may not always appear. For Twitter accounts, Twitter accounts must be set to public to work with the Twitter feed. Vanity text may be added to Facebook and Twitter links (see table above) Vanity text and text descriptor must be standard upper and lowercase i.e. Visit Our Internet Showroom here. Links cannot contain all capital letters or multiple special characters letters such as Save $$$$$$$ CLICK HERE. Repetition of words in vanity text and text descriptors are not acceptable such as Save Save Save. The content of the social media deep link is the responsibility of the Advertiser and must comply with Sensis 60
10.5 Accreditations and Awards Yellow Pages Network Advantage Yellow Pages Network Professional Yellow Pages Network Professional Plus Advertisers purchasing these products may present certain endorsements as part of their Network product. These may include an Accreditation, Award, Qualification, Certification, Registration, Affiliation, Endorsement or Membership information. Accreditations, Awards and Logo information: Use of Accreditations, Award logos and other images of endorsement usually identify quality and reliability of services, and are recognised as badges of achievement. Proof rests with the advertiser as to their ability to promote these accreditations /awards and per the product contract terms they warrant to Sensis their rights to promote any content within their advertising. Where doubt arises as to the correct use, details must be made available upon request. 61
Accreditations and Awards may also include; URL link up to 255 Characters Description text up to 70 characters. Image File Type Accepted: JPEG, GIF, PNG Image Max File Size: 25 k Dimensions of image: Min/Mix Height 100 pixels Max/Min Width 100 pixels Yellow Pages Example: placement of Accreditation / Awards on Network Professional Plus on Search Results Page Text information (70 Characters per line) May be upper and lower case where text throughout the line per below. Accreditations and Awards: Search Result Page 10.6 Unique Selling Points (USP s) Unique Selling Points (USP s) provide advertisers with the ability to highlight their business points of difference or competitive advantage in their marketplace. Are available for the following Yellow Pages Network products Yellow Pages Network Professional Yellow Pages Network Professional Plus Include up to five call outs highlighting the Advertiser s competitive advantages or points of difference. USP s appear on customer s Business Profile Page and on search result page when their advertising appears in search results. Up to 50 characters per USP line item. Each line is to appear as using sentence structure i.e. a capital letter at start followed by lower case letters other than nouns, titles or initials. The focus of USP s should focus on points that sets their business apart from others. What sets their business apart from others or where elements of their business provide a competitive focus over others. USP s cannot cannot contain all capital letters or multiple special characters letters, multiple strings of characters i.e. $$$$# best prices guaranteed #$$$$ to create not standard lines of text. Example of unique selling points within a Business Profile Page 62
Example of unique selling points within a Search Results Page 10.7 Yellow Pages Link Standards Mobile Deep Link Content Mobile deep links allow Advertisers to provide a link to mobile specific sites or mobile application websites for users to download smartphone applications related to the business being viewed. Mobile Website Link SMS Link,iPhone, Appstore Link, ipad Appstore Link, Android Appstore Link, Other Mobile App Link The number of links an Advertiser can have is determined by the product they have purchased. Advertisers warrant to Sensis they have rights to link to any application or Mobile Link and have met the relevant terms and conditions associated to the link and application presented. These sites are recommended for viewing on mobile devices as these sites are optimised for viewing on mobile devices. Messaging Deep Link Content Messaging deep links allow Advertisers to provide links to instant messaging services where they may provide live assistance to Advertisers or informative services. Links available include: Skype Live Chat Link Yahoo Messenger Link Windows Messenger Link Gtalk Messenger Link Skype links: Yellow Pages Online users must have an email client or a Skype application installed for the email and Skype links to work properly The Skype offline status is dependent on Skype and can be inconsistent Skype links use the Skype API but are not endorsed, certified or otherwise approved in any way by Skype. Yellow Pages Digital users must have the relevant registrations and applications installed to take advantage of these attributes. Any communication initiated via messaging deep link content is between the Advertiser and user only and as such is not the responsibility of Sensis. 63
11 Product Names In 2013 the Yellow Pages Digital products have been renamed to reflect the Yellow Pages Network approach to products. Product Code Current Product Name Product Name SC13 Product Description SC13 Bill Phrase Codes (igen, Purchase Confirmation) (Bill) YOLDFE YO Digital First Entry N0 Digital First Entry Network Digital First Entry YOLBUS Network Digital First Entry YOLDLA Network Foundation N1 Network Foundation Network Foundation Network Foundation YOLDLB Network Select N2 Network Select Network Select Network Select YOLDBB YO Digital Starter N3 Network Advantage Network Advantage Network Advantage YOLDSOL YO Digital Solution N4 Network Pro Network Professional Network Professional YOLDPMBS YO Digital PMB Solution N4 Network Pro Network Professional Network Professional YOLDHRU YO Digital Heading Reuse N4 Network Pro Heading Reuse Network Professional Heading Reuse Network Professional Heading Reuse YOLDPMBHRU YO Digital PMB Heading Reuse N4 Network Pro Heading Reuse Network Professional Heading Reuse Network Professional Heading Reuse YOLDLRU YO Digital Reuse Location N4 Network Pro Location Reach Network Professional Location Reach Location Reach YOLDPMBVAN YO Digital PMB Van N4 Network Pro Servicing Reach Network Professional Servicing Reach Servicing Reach YOL5 N5 Network Pro Plus Network Professional Plus Network Professional Plus YOL5PMB N5 Network Pro Plus Network Professional Plus Network Professional Plus YOL5HRU N5 Network Pro Plus Heading Reuse Network Professional Plus Heading Reuse Network Professional Plus Heading Reuse YOL5PMBHRU N5 Network Pro Plus Heading Reuse Network Professional Plus Heading Reuse Network Professional Plus Heading Reuse YOL5LRU N5 Network Pro Plus Location Reach Network Professional Plus Location Reach Location Reach YOL5PMBVAN N5 Network Pro Plus Servicing Reach Network Professional Plus Servicing Reach Servicing Reach YOLTM Target Media Network Targeting Network Targeting Network Targeting
11.1 Mixed Family Product Table The following table identifies the allowable products when combined with a Network Digital Product component 65
12 Yelp Yellow Pages local business listing data has been integrated into Yelp.com.au (including mobile site and apps) as part of the Sensis Yellow Pages Extended Reach Network. 12.1 Yelp Product Rules and Eligibility A Standard Basic Yelp Profile is provided to all Yellow Pages Digital Advertisers. A Yelp Profile allows the Advertiser to appear on Yelp.com.au. There is a limit of one Yelp Profile per Advertiser per location. A business s category (heading) should only define the core service or offering of a business, and generally speaking at most up to 3 categories may be assigned to a Yelp Profile. Advertisers must have a physical location in order for a Yelp listing to be published. This means that Advertisers with partially suppressed addresses (such as Network Professional Servicing Reach Listings) are likely to see only one of these listings published. To assist promotion in other Areas an Advertiser may service, in certain categories Advertisers may select up to 5 additional locations (suburbs) through the use of the Service Area feature, (see page 55 for more information). Use of Yellow Pages Content - what is repurposed on the Yelp Listings? Business Listing Information: Business Name Address Main Contact Number Main Website URL Other Business Contacts: Call Tracked Telephone Number (Where applicable will replace the Main Contact Number) Fax Number Yellow Pages Heading(s) Other Information: 1900 Qualifier Legal ID Business Logo* Image Gallery (Thumbnail Images)* Enhanced Text Descriptor* Only provided for Paid Yellow Pages Advertisers bestowed the Yelp Enhanced Listing product. Note1: Yelp Categories (headings) differ from that of Yellow Pages; therefore headings may not directly correlate. Advertisers may suggest changes the category that appears on their Yelp Profile (in addition to adding up to ensure the Category/ies best reflects their business). Note2: Yelp Basic or Enhanced Listing products are not in Sensis systems. Creation of these listings and management of ongoing updates occur via a data feed from Sensis to Yelp.
Yelp Basic Free Listings may contain the following information (as available) Business Name, Address, Main Contact Number, Main Website URL, adpoints from Yellow Pages Advertisement, Image content, Other Business Contacts, Alternative or Other Telephone numbers (1300,1800 etc.), Fax Number, Mobile Number, Call Tracked Number (Online), Other information (ABN, ACN, 1900 Qualifier, Legal ID, No. of Employees, Date Established). Link to Business website, View Map function, Sent to Mobile/Friend function, Upload photos option, reporting on listing performance. Service Area Feature, includes 3rd Party Advertising (Display/ Banner Ads appear on page) Yelp updates and responding to posts: Yelp Advertisers may: Input and change basic Advertiser content (e.g. Telephone Number), Input and change Additional Information (e.g. Opening hours, Specialties, Photos) Publically respond to reviews, Receive Ratings and Reviews Privately respond to reviews/ message users 12.2 Yelp Enhanced Profile Product In 2012, paid Yellow Pages Digital Advertisers (Solution and Starter products) were gifted the Yelp Enhanced Profile Product as part of an introductory trial offer for a limited time. As part of SC2013 all Advertisers with Gifted Yelp Enhanced Profiles will be contacted to be given the option to purchase a Yelp Enhanced Profile from 2013 onwards. Advertisers with gifted Yelp Enhanced Profiles who do not purchase the Yelp Enhanced Profile will be transitioned to the Yelp Basic Free Listing after December 31 2013. Yelp Enhanced Profile benefits include which includes additional benefits such as posting Special Offers and Announcements, removing competitive advertising, larger photo slide shows (unlimited photos) in addition to the benefits of being able to track and measure Yelp listing performance 24/7, inclusion of Yelp listing performance on Advertiser Performance Reporting (APR), plus much more. (See the Yelp Enhanced Profile Product Rules for more detail). Advertisers are entitled to one Yelp listing per business address with published address. Advertisers may add on a Service area for up to 5 additional locations in selected headings to highlight other areas their business services. 67
Yelp Enhanced Listing Example Photo Slide Show Photos are tripled in size and advertisers can determine the order of their photos - Image gallery and Business Logo may be obtained from Yellow Pages Network Advantage or Professional /plus Special Offer or Announcement Clear visual representation that the Advertiser has a Yelp Enhanced Listing No competitive advertising on the page About this business content may be leaveraged from Text Descriptor/About Us attributes from corresponding YP BPP
Yelp Service Area Feature Certain Yelp Categories have this function available to Advertisers. Examples include: Interior Design, Plumbing, Event planning, Airports, Limos, Property Management, Flooring, Food Delivery Services, and Security Systems Advertisers may select up to 5 additional suburbs that they service outside of their physical location by logging into their Business Owners Account under Business Information By selecting up to 5 addition locations/postcodes, this will help determine how often an Advertisers listing is returned in a relevant search result. The 6 locations (5 additional locations + physical business location) together form a polygon. Service areas are defined by suburbs/postcodes that the business owner chooses. From the chosen suburbs, a polygon is constructed that covers all the suburbs geoquads generated by the convex hull algorithm. Yelp selects all of the suburbs that fall inside that polygon. For example, if a business Melbourne 3000, adds Clifton Hill, Kew East, Balwyn, Burwood, Malvern East and Toorak to their service areas, they end up with a service area that covers majority of the inner eastern suburbs.
Yelp Enhanced Profile Product Below is a list of product attributes including as part of the Yelp Enhanced Listing Product -Gifted product for Yellow Pages Digital Advertisers from March 2012. Attribute Yelp Enhanced Listing Business Listing Information Business Name Address Main Contact Phone Number Main Website URL Image Content Image Gallery Business Logo & URL Other Business Contacts Call Tracked Telephone Number (Online) Enhanced Text Descriptor - 160 Characters Other Information Publicly respond to reviews Receive Ratings and Review Video Hosting Privately respond to reviews/message users 70
Recommend other businesses Publish Announcements/Events Removal of Advertising content from Listing page Removal of competitor deals from Listing page Service Area Feature (Network Professional Servicing Reach type product- One service Area per address) selected categories only 3rd Party Advertising (Display / Banner Ads appear on the Yelp page) Note: Users of Yelp cannot contribute to the service areas of a business. Yelp s User Operations Team from time to time may add Services Areas to a Business Listing to better improve site search relevance. Yelp Ratings and Reviews Yellow Pages has partnered with Yelp to integrate ratings and reviews into most Yellow Pages search results pages. Yellow Pages listings have also been syndicated to Yelp.com.au and the Yelp mobile app. Ratings and Reviews are the independent opinions of individuals, providing details and sharing their experiences(good and bad) about a local business products or services. Star ratings provide at-a-glance information about how much other users have liked (or disliked) a business based on a 1 to 5 star scale. Advertising on Yelp has absolutely no correlation to Ratings or Reviews. There is no way to manipulate Ratings, Reviews, or Search Results. Advertisers should focus on controlling the controllable via their Business Account : www.biz.yelp.com.au Rating and review content is provided by Yelp based on what users have published on the Yelp site for particular businesses and will only be published on Yellow Pages Online and Mobile if the Business Listing on Yellow Pages corresponds to the same Business Listing on Yelp. There is no option to opt out of Yelp ratings and reviews appearing on Yelp.com.au or mobile platform. 71
Example: Yellow Pages Business appearance on Sensis search result page showing star rating plus links to reviews. 72
13 APPENDIX A Yellow Pages Offers approved headings (as at June, 2012) HEADING_CODE HEADING_NAME 13455 Beauty Salons 38008 Beds & Bedding - Retail 19798 Blinds 35491 Cafes 18511 Camping Equipment - Retail 25399 Carpet & Furniture Cleaning & Protection 35467 Curtains - Cleaning &/or Maintenance 45705 Day Spas 30171 Dry Cleaners 24368 Florists - Retail 33596 Go-Kart Hire 36005 Hair Removal 30775 Hairdressers 18023 Health & Fitness Centres & Services 39098 Holidays & Resorts 47058 Hotels - Accommodation 17388 Ice Skating Rinks 14893 Manicurists 10774 Massage Therapy 47589 Pizzas 33650 Restaurants 41939 Sports Tours & Holidays 32506 Sportswear - Retail 49454 Spray Tanning &/or Solariums 11827 Take Away Food 42684 Tenpin Bowling 42730 Theatre Restaurants 34754 Yoga 22195 Zoos, Sanctuaries & Animal Parks 27154 Acupuncture 41521 Adventure Tours & Holidays 17671 Amusement Centres 44148 Aromatherapy 49253 Art Supplies 41882 Artificial Nails 21733 Artificial Plants & Flowers 48919 Babies' Wear - Retail 48920 Baby Prams, Furniture & Accessories 73
42420 Backpackers Accommodation 10863 Bakers 25569 Balloons - Advertising & Novelty 27812 Barbecues & Barbecue Equipment 41947 Bed & Breakfast Accommodation 44083 Blinds - Cleaning & Maintenance 18546 Boat Charter Services 41017 Boat Hire - Drive Yourself 49112 Bus & Coach Charters & Tours 17825 Cake & Pastry Shops 49352 Car Wash Services 13994 Caravan & Tourist Parks 15288 Carpet & Carpet Tiles - Retail 48950 Children's Parties 48956 Children's Wear - Retail 21334 Christmas Trees & Decorations 13986 Cleaning - Home 12718 Cosmetics - Retail 33537 Curtains & Curtain Fabrics - Retail 15326 Department Stores 24627 Dog & Cat Clipping & Grooming 23787 Electrical Appliances - Retail 42536 Fishing Trips 25321 Furniture Removals & Storage 23981 Golf Equipment & Supplies 20109 Golf Practice Ranges 22500 Guest Houses 48917 Gutter Cleaning 15555 Haberdashery 49103 Hair Treatment & Replacement 24414 Handbags - Retail & Repairs 28142 Hardware - Retail 25747 Health Foods & Products - Retail 38989 Health Holidays & Retreats 17299 Ice Cream - Retail 15660 Jeans - Retail 13927 Jewellers - Retail 31917 Ladies' Wear - Retail 19895 Lighting & Accessories - Retail 28223 Menswear - Retail 49202 Mobile Phones & Accessories 43303 Motor Cycles - Hire & Tours 74
27529 Nurseries - Retail 29645 Paint & Accessories - Retail 42854 Paintball & Skirmish Games & Equipment 40320 Party Supplies 20591 Ski Centres, Tours & Resorts 33928 Stationery - Retail & Commercial 45330 Swimwear - Retail 48983 Toys - Retail & Repairs 24058 Tyres - Retail 48998 Wedding Cars 49001 Wedding Flowers 49007 Wedding Hair & Beauty Services 48933 Wedding Invitations & Stationery 49016 Wedding Photographers 49025 Wedding Videos 49232 Weight Loss Treatments 17132 Window Cleaning 30619 Air Conditioning - Automotive 32255 Air Conditioning - Home 28827 Aircraft Charter & Rental Services 47147 Airport Shuttle Services 44652 Alexander Technique 49364 Alternative & Natural Therapies 49046 Alternative Health Therapies Courses 19828 Antique Dealers 42773 Apartments - Serviced 31534 Apartments & Flats 37168 Aquaculture 11630 Aquariums & Supplies 44261 Arboriculturists 35432 Art Schools 38687 Astrology 40665 Australiana Products 23671 Awnings 44458 Barbers 43141 Basketball Equipment, Coaching & Venues 41890 Bath & Basin Resurfacing 13757 Bathroom Equipment & Accessories - Retail 10286 Batteries - Automotive 39675 Beauty Schools 30554 Bed Wetting Control Systems 43125 Bee & Wasp Removals 24341 Bicycles & Accessories - Retail & Repairs 75
23515 Billiards Tables & Accessories 11622 Boat & Yacht Equipment 43974 Boating Schools 10332 Body & Ear Piercing 48992 Bomboniere 14028 Books - Retail 41467 Boutiques 45136 Bowen Therapy 26549 Brewery Equipment & Supplies 48986 Bridal Wear - Retail &/or Hire 12645 Butchers - Retail 15164 Cabinet Makers 25844 Cake Decorators &/or Decorating Schools 17337 Campervans & Motor Homes 42870 Campervans & Motor Homes - Hire 45977 Canoes & Kayaks 22845 Canopies - Motor & Boat 27235 Car & Truck Cleaning Equipment & Products 18430 Car &/or Minibus Rental 42056 Car Alarms 49355 Car Detailing 40959 Car Restorations & Supplies 42897 Caravans & Camper-Trailers - Hire 22241 Caravans & Camper-Trailers &/or Equipment & Supplies 22497 Carpenters & Joiners 42862 Carpet Repairers & Restorers 41203 Carpets & Rugs - Oriental & Handmade 45969 Cartridges - Toner & Ink 23310 Catering - Functions 33588 Chiropractors 20508 Cinemas 42625 Clairvoyance 24848 Clocks - Retail & Repairs 18724 Clothing Alterations & Mending 19046 Coffee - Retail 42811 Computer & Video Games - Retail & Hire 49160 Computer Equipment 39993 Computer Equipment - Home &/or Small Business 41483 Computer Equipment - Repairs, Service & Upgrades 24457 Computer Equipment Supplies 43389 Computer On-Line Service Providers 19038 Computer Training Services 45128 Computers - Technical Support 76
14087 Confectionery - Retail 35947 Convention & Conference Venues 11193 Cooking Classes &/or Information 11991 Costumes & Costume Hire 10189 Crafts - Retail & Supplies 47597 Credit Cards 10359 Dancewear, Accessories & Supplies 27693 Delicatessens 23051 Dentists 13900 Dietitians 34924 Discount Stores 14109 Dishwashing Machines 28711 Disposal Stores 49175 DJs - Mobile 32891 Dog Training 48445 Dolls & Doll Houses 16225 Dress Materials 33960 Driving Schools 42641 Driving Schools - Advanced & Defensive 44725 Duct Cleaning 35254 Duty Free Shops 43540 Electricity Retailers 49034 Evening Wear 48959 Fairy Shops 40614 Fashion Accessories 19860 Fashion Jewellery 45535 Feldenkrais 44814 Feng Shui 19151 Fireplaces & Accessories 13897 Fish & Seafood - Retail 14249 Fishing Bait 13161 Fishing Tackle 24570 Fitness Equipment 11304 Floor Coverings 49097 Floor Sanding & Polishing 12300 Floors - Raised 34142 Floors - Wood 35149 Food &/or General Stores 14192 Footwear - Orthopaedic or Custom Made 45985 Formal Wear Hire - Men's 42846 Four Wheel Drive Equipment & Accessories 27359 French Polishers 31186 Frozen Foods - Retail 77
11320 Fruiterers & Greengrocers 20443 Function Centres & Organisers 22470 Furnishings - Retail 23833 Furniture - Cane & Wicker 32999 Furniture - Outdoor 34282 Furniture - Retail 40789 Furniture Repairs & Restorations 29572 Garage Doors & Fittings 25089 Garbage Disposal Units 28436 Garden Equipment & Supplies 40002 Garden Sheds 14621 Gardeners 40924 Gazebos & Shade Houses 13862 Gift Shops 35882 Golf Coaches 10383 Golf Courses - Public 30074 Guttering & Spouting 43231 Halal Products 49442 Hats & Caps - Retail & Repairs 21571 Health Insurance 11770 Heating Appliances & Systems 10200 Herbalists 49298 Hi-Fi Equipment 23426 Hire - Camping & Leisure Equipment 14117 Hire - Household Appliances & Furniture 25984 Hire - Party Equipment 32441 Hobbies & Model Construction Supplies - Retail 34630 Home Brewing 44342 Homewares - Retail 21407 Homoeopaths 10731 Horse Riding 49151 Hot Air Balloons 47066 Hotels - Pubs 45829 Houseboats - Hire 41106 Image & Colour Consultants 41807 Indoor Plant Hire 40371 Indoor Sports 29904 Insect Control Equipment 31674 Insect Screens 35238 Insulation Materials - Retail 27634 Insurance - Fire, Marine, Accident & General 15717 Insurance - Life 23493 Insurance - Motor Vehicle 78
45497 Internet Cafes 49382 Internet Marketing Services 47562 Ironing Services 45314 Jukeboxes 42471 Karaoke 43966 Kinesiology 18805 Kitchenware - Retail 42668 Kites 20982 Kosher Products 29866 Laundries - Self-Service 13021 Lawn & Turf Supplies 31879 Lawn Cutting & Maintenance 32077 Lawn Mowers - Retail & Repairs 16586 Leather Clothing - Retail 30155 Leather Goods - Retail 47287 Limousine & Car Hire Services - Chauffeur Driven 49079 Linen Hire 27642 Lingerie, Sleepwear & Hosiery - Retail 26255 Liquor Stores - Retail 20125 Locks & Locksmiths 42692 Magnetic Therapy 19569 Manchester - Retail 29734 Martial Arts & Self Defence Instruction & Supplies 48971 Maternity Wear - Retail 45209 Mattress Cleaning 13552 Mattresses 44512 Meditation 37990 Microwave Ovens 19623 Mirrors 31658 Motels 22896 Motor Accessories - Retail 21431 Motor Cars - New 30880 Motor Cars - Used 29440 Motor Cycles, Parts & Accessories - Retail 28541 Music & Musical Instruments 47546 Music Stores - Retail 45837 Myotherapy 48977 Nappy Services 30961 Naturopaths 44156 New Age Products & Services 14702 Newsagents 34452 Novelties - Dance, Carnival & Magic 39144 Novelty Message Services 79
25437 Optometrists 43591 Organic Products 40568 Outdoor Adventure Activities & Supplies 17302 Painters & Decorators 25992 Paving - Asphalt & Bitumen 38466 Paving - Brick 28533 Paving - Concrete 20834 Paving - Pebble 49085 Pay Television 29157 Pens & Pencils - Retail & Repairs 32751 Perfumes & Toiletries - Retail 45527 Personal Fitness Trainers 12009 Pest Control 20907 Pet Shops 18597 Pharmacies 32174 Photograph Restorations & Retouching 34401 Photographers - General 48178 Photographers - Portrait 18236 Photographic Equipment & Supplies - Retail & Repairs 14915 Photographic Processing Services 32662 Physiotherapists 27294 Pianos - Tuning & Repairing 49211 Pianos, Keyboards & Organs 11401 Picture Framing & Frames 29122 Pictures, Prints & Posters - Retail 45551 Pilates Method 25801 Podiatrists 42099 Poultry - Retail 24562 Power Tools - Retail & Repairs 12017 Printers - General 17809 Quilting 24074 Quilts & Bedspreads 17124 Radios & Stereos - Automotive 41165 Range Hoods 26972 Recycled Clothing 43699 Reflexology 21628 Refrigeration - Domestic - Retail 45241 Reiki 39411 Relaxation Therapy 49268 Rendering 45012 Rock Climbing Venues & Equipment 38369 Roller Skating Rinks 22039 Roof Repairers & Cleaners 80
35386 Rubber Products - Retail 22977 Rubbish Removers 42374 Rugs 40142 Sailboarding Equipment & Supplies 28290 Sand, Soil & Gravel - Retail 17167 Sauna Baths 20370 School Supplies 45896 Scrapbooking 32247 Sewing Machines - Domestic 47325 Shadecloth Supplies 49310 Sheepskin Products 44709 Shiatsu Therapy 49247 Shoe Repairs 49370 Shoes - Retail 33839 Shopping Centres 16322 Shopping Tours & Services 21202 Shower Screens 49271 Shutters & Louvres 34118 Sinks 49451 Ski & Snowboard Equipment 49319 Ski Equipment - Snow 49244 Skydiving 49361 Splashbacks 17116 Sporting Goods - Retail & Repairs 12068 Storage - General 49139 Stoves & Ranges 45802 Sunglasses 20613 Supermarkets & Grocery Stores 48453 Surfing Equipment & Accessories - Retail 21261 Swimming Pool Construction 38229 Swimming Pool Equipment & Chemicals 20362 Swimming Pool Maintenance & Repairs 21059 Swimming Pools 12076 Swimming Schools & Coaches 32042 Tattooing 17418 Television Retailers 25682 Tents 28312 Terrazzo 39438 Trampolines 14540 Traps - Animal or Rodent 19712 Travel Goods - Retail & Repairs 24317 Umbrellas & Walking Sticks - Retail & Repairs 10162 Uniforms - Retail 81
31119 Upholsterers 18422 Vacuum Cleaners - Domestic 46086 Video & DVD Equipment - Retail 46108 Video & DVD Libraries 28886 Wall Finishes 49325 Wallpapers & Wallcoverings 41971 Wardrobes - Built-In 49142 Washing Machines & Dryers - Domestic 16373 Watches - Retail & Repairs 25402 Water Beds 30376 Water Coolers 49193 Water Features, Ponds & Garden Ornaments 45438 Water Filters - Drinking 37729 Water Skiing Centres & Resorts 10111 Water Skiing Equipment 49385 Web Design & Development 48995 Wedding Cakes 49010 Wedding Jewellery & Accessories 49013 Wedding Music & Entertainment 49019 Wedding Reception Venues 47619 Window Tinting 35599 Windscreens & Repairs 24023 Wine & Spirit Merchants 23922 Wineries & Vineyards 49451 Ski & Snowboard Equipment 49382 Internet Marketing Services 49376 Dating & Introduction Services 49244 Skydiving 29866 Laundries - Self - Service 82