SOLOCAL_Registration Document_2017

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SOLOCAL, LOCAL DIGITAL PARTNER TRUSTED BY BUSINESSES 1.2 Business overview

Certain of these Digital Advertizing solutions leverage the Group’s own data as well as data acquired from third parties to achieve in real time the targeting of the desired audience on behalf of customers. The Group’s data include 100 million monthly expressions of local needs from PagesJaunes users and around 5.5 million points of sale. In addition, the Group also has access to the data segments offered by the Gravity Alliance, cofounded in July 2017 by SoLocal with a number of publishers within the market such as M6, Les Échos, Darty/FNAC etc. By way of illustration, to date the Group’s main digital advertizing offerings aimed at local businesses include: Pole Position, a ranking offering guaranteeing the advertizer the top place in the PagesJaunes search results; Booster Contact, a performance offering promizing the advertizer a certain number of leads (online appointments, telephone calls etc.) as a result of ads published on Google or Bing; ADhesive, a visibility offering based on repeated retargeting of users having passed by PagesJaunes; or Tract Digital, an offering targeting Facebook users identified as living or working in the advertizer’s catchment area. SoLocal also offers products specifically aimed at large network accounts such as Booster Réseaux which adapts the functionality of Booster Contact to the specific needs of this profile of customer. With this range of digital advertizing the Group helps businesses attract new customers through “full web” visibility i.e. covering the vast majority of Internet media in ways that are customized to the advertizer’s objectives: whether a fixed rate or a subscription, performance engagement or visibility engagement etc. This full web visibility is the result of an approach based on multiple levers. Optimizing an advertizer’s visibility on Google alone requires the activation of three levers: the Google partnership which enables SoLocal to update a business listing on Google My Business, the strength of SoLocal’s SEO, which enables a PagesJaunes customer or the owner of a SoLocal website to increase the opportunities for listing in the SEO (search engine optimization) section of Google and the SEA (search engine advertizing) capabilities of SoLocal which enable the Group to make its customers effectively visible at the top of Google’s search results. Taken together, these levers enable the advertizer to be visible in all sections of Google results. In general terms, thanks to its partnerships with Google, Bing, Yahoo! and Apple, and through the solutions developed for these advertizing platforms, the Group improves the visibility of its customers across all the sections – SEO, SEA and listings – of the main Internet players. Add to this the ranking solutions enabling businesses to appear ahead of their competitors on the Group proprietary media (PagesJaunes, Mappy and Ooreka) and the Group ultimately enables its customers to capture most local business searches carried out by internet users in France. The SoLocal approach is based not just on multiple levers but on multiple formats. In addition to the Search format, SoLocal also optimizes the visibility of its customers on the Display and Video formats, through social media or programmatic platforms (platforms that enable the publishers to automate the sale of their advertizing space and on which the Group uses real time auction strategies optimized thanks to the data the Group holds). The aforementioned Tract Digital and ADhesive offerings but also Local Impact (an offer allowing large accounts, particularly large network accounts, to target millions of profiles based on where they live, their life moment and their spending intentions), are three illustrations of this type of solution. 2018 will see a stronger, simpler Digital Advertizing offering from SoLocal.

DIGITAL PRESENCE The Group’s Digital Presence service line includes managing its customers’ digital presence, and enriching and continuously updating this content throughout the Web, via its proprietary media (PagesJaunes and Mappy) and through a solid network of third-party partners. The Digital Presence range is offered to the Group’s customers via an intuitive application, targeting professionals of all sizes. It is complemented by management services dedicated to the e-reputation of customers and a store locator module for large accounts and retail networks. With the Digital Presence offering, the Group offers businesses an easy turnkey solution to manage their visibility through their preferred media. From the Prolive mobile app, they can manage their content and put it on the major search engines (such as PagesJaunes, Google, Bing, and Yahoo!), social media (such as Facebook, Instagram, LinkedIn and Twitter), GPS and mapping websites (like Mappy, Waze, TomTom, Navmii or Here), as well as on national search media (such as 118 008). The Group also develops specific web pages for its customers, publishes those pages across the web, and allows customers to promote themselves their news (for example, special offers, the menu of the day or photos of their achievements) and their basic information (for example, business hours, addresses and phone numbers), as well as manage their e-reputation (for example, receiving feedback from customers and being able to respond in real time via the Prolive application). With its Digital Presence range, the Group aims to progressively garner loyalty with all its current customers and gain a large number of new customers among the millions of VSEs and SMEs whose presence on the Internet is still limited, especially those that do not plan to invest in a complete website. As at 31 December 2017, its Digital Presence offerings had approximately 23,000 customers and have been gaining approximately 1,500 new customers per week since the start of 2018. The 2017 ARPA of the Group’s Digital Presence customers was €290, and its Digital Presence offerings generate a significant gross margin. In, the Group’s target is to reach over 100,000 customers by the end of 2018. DIGITAL ADVERTIZING The digital advertizing service product line offers advanced digital advertizing services throughout the web: the Group’s proprietary media (PagesJaunes, Mappy), partner media (such as Bing or Apple), major integrated advertizing platforms (such as Google or Facebook) and, more generally, all media on the market (through open advertizing platforms referred to as “programmatic”). They are supplemented by a wide direct marketing offer such as mass mailing, email campaigns and text messages. These digital advertizing solutions take three forms: ranking products (exclusively for the Group’s media, SoLocal committing to the ranking of a given advertizer within a group of advertizers), visibility products (in this case the focus is the volume of individuals reached, how long the ad was viewed for and the repetition of the ad message), and performance products (in this case SoLocal guarantees the volumes of leads, which materializes in additional traffic on the client's website, online appointments, telephone calls or even store visits).

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2017 Registration Document SOLOCAL