Ad Ex The Results 4th June 2007 Zoran Savin IAB Europe Nicki Lynas Pricewaterhouse Coopers

Agenda About the study Methodology Full results Your input & questions

About the study

Methodology

Full results

Your input & questions

About the study

About the study Every IAB runs a benchmark study 2006 IAB Europe compiles studies Different approaches country by country Figures collected Net/Gross/Ratecard? Formats measured Classifieds? Search? Email?

Every IAB runs a benchmark study

2006 IAB Europe compiles studies

Different approaches country by country

Figures collected

Net/Gross/Ratecard?

Formats measured

Classifieds? Search? Email?

A clear overview of European markets Tackle comparability issues Adjustments Filling data gaps PwC partnership Ongoing process

Tackle comparability issues

Adjustments

Filling data gaps

PwC partnership

Ongoing process

Methodology

Methodology Received 2006 data from local IABs Had to make comparable All formats reported Gross Exclusion of mobile Exclusion of e-commerce transactions Needed to adjust data where not comparable Needed to add estimates for non-collated data

Received 2006 data from local IABs

Had to make comparable

All formats reported Gross

Exclusion of mobile

Exclusion of e-commerce transactions

Needed to adjust data where not comparable

Needed to add estimates for non-collated data

Adjusted data 20.9% of the total Adjusted data to reach a comparable figure: Estimating gross where collated net / ratecard Extracting e-commerce income where stated Adjustments made based on: Input from local agencies and contributors Available market information If ratecard / net to gross 15% or less not counted as adjusted

20.9% of the total

Adjusted data to reach a comparable figure:

Estimating gross where collated net / ratecard

Extracting e-commerce income where stated

Adjustments made based on:

Input from local agencies and contributors

Available market information

If ratecard / net to gross 15% or less not counted as adjusted

Estimating data where it is not collated 13.9% of the data For some countries, not all formats are reported Display is reported by all IABs Classifieds, Search and Email are not always reported Have taken: Average % of total for countries that do report this Tested figure against industry specialists and publicly available information

13.9% of the data

For some countries, not all formats are reported

Display is reported by all IABs

Classifieds, Search and Email are not always reported

Have taken:

Average % of total for countries that do report this

Tested figure against industry specialists and publicly available information

Estimating data where it is not collated Search: 51.1% share of local market (Greece and Netherlands) Classifieds: 21.2% share of local market (Austria, Croatia, France, Germany, Netherlands) Email: 1.6% share of local market (Austria, Finland, France, Germany, Netherlands, Slovenia)

Search: 51.1% share of local market

(Greece and Netherlands)

Classifieds: 21.2% share of local market

(Austria, Croatia, France, Germany, Netherlands)

Email: 1.6% share of local market

(Austria, Finland, France, Germany, Netherlands, Slovenia)

Adjusted data Display: Adjusted based on industry input to gross Austria, Belgium, Croatia, France, Germany, Greece, Search: Calculated based on industry input to gross Belgium, France Email: Adjusted based on industry input to gross Belgium

Display:

Adjusted based on industry input to gross

Austria, Belgium, Croatia, France, Germany, Greece,

Search:

Calculated based on industry input to gross

Belgium, France

Email:

Adjusted based on industry input to gross

Belgium

Total Market Size Source: IAB Europe/PricewaterhouseCoopers € 8,003 million

Total split by actual, adjusted and estimated data Source: IAB Europe/PricewaterhouseCoopers Actual Estimated Adjusted

Total for each country Source: IAB Europe/PricewaterhouseCoopers Millions

Total for each country by data type Source: IAB Europe/PricewaterhouseCoopers Millions

Market Share by Format Source: IAB Europe/PricewaterhouseCoopers

Share of European Market by country Source: IAB Europe/PricewaterhouseCoopers

Share of European and US Markets Source: IAB Europe/ IAB US/ PricewaterhouseCoopers

Expenditure per user Source: IAB Europe/ IAB US/ PricewaterhouseCoopers/ www.internetworldstats.com/Stats 4 Average European investment = €39.1 per active user

Data split by Format Source: IAB Europe / PricewaterhouseCoopers Millions Source: IAB Europe/PricewaterhouseCoopers

Market share* in 7 highest value markets Source: IAB Europe/PricewaterhouseCoopers/WARC * Calculated using IAB Europe data as % of total advertising market value (WARC data)

With thanks to all the national IAB teams who have been so supportive of this project