Digital ad spend in Hungary grew 14% in 2012 to 35.65 billion HUF despite a shrinking total ad market. Display remained the largest segment at 47% but grew 12%, while search grew most at 27% and accounted for 35% of spending. Listings were flat at 13% of spending, while email declined 7% to 2.5% of spending. Mobile data is not comparable year-over-year but accounted for 2.5% of spending. Seasonality data showed highest spending in Q4 and lowest in Q1.

1. IAB Hungary report on
2012 Digital Ad Spend
March 2013

2. Partners
IAB Hungary cooperated with PwC Hungary who collected
market data, estimations and conducted validation discussions.
Online Section of Hungarian Communication Agencies’ Association
(MAKSZ) helped our work with providing aggregated agency data.
1 March 2013

3. Methodology
 Report is based on data supplied by companies and
estimations by experts for a few market segments
 Display: data collection and estimation (global players)
 Search: data collection and estimation
 Listing: estimation
 Email: data collection and estimation
 Mobile: data collection and estimation (mobile search)
 Data was provided by 30 media companies and sales
houses, 20 agencies
 Estimation was given by professionals working for top
companies in relevant market segments.
2 March 2013

4. Growing digital Ad Spend
 Despite the economic decrease (GDP: -1,7%) and the
shrinking of the total ad market, digital ad spend grew
further in 2012.
Growth of the digital ad market
8.0 90%
7.0 79%
7.0
80%  Advertisers spent 4.5
6.0
60%
70%
60%
billion HUF more on
4.8
4.5
digital, so market grew
5.0
52%
Billion HUF
50% 46% 45%
50%
YoY %
3.9
4.0 3.6
by 14%
3.5
41% 40%
3.0 33% 2.6
30%
1.9
2.0 1.6 16% 14% 20%
13%
1.0 0.8
0.4 10%
0.4 7%
0.0 0%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
3 March 2013

5. Digital net ad spend 2012: 35.65 bln HUF
Digital Ad Spend & share of total Ad Spend
40.0 30.0%
35.65
35.0
25.0%
31.14 22.0%
30.0 27,2
18.8%
20.0%
25.0 23,3
Share (%)
22.25 15,9%
Billion HUF
14,4%
20.0 15.0%
15.3 11.0%
15.0
10.0%
8.1%
10.5
10.0
6.9
5.9% 5.0%
5.0 4.3
1.6 2.4 4.1%
0.9 1.2 2.8%
0.8% 1.0% 1.3% 1.8%
0.0 0.0%
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
* Share of total Ad Spend:IAB estimation
4 March 2013

6. Ad Spend by category
DISPLAY SEARCH LISTING E-MAIL MOBILE
16.789 bln HUF 12.433 bln HUF 4.653 bln HUF 0.88 bln HUF 0.896 bln HUF
YoY: + 12% YoY: +27% YoY: 0% YoY: - 7% YoY: n.a*
Share: 47% Share: 35% Share: 13% Share: 2.5% Share: 2.5%
Display Search Vertical (auto, job, real Email marketing Mobile ads (display,
Social media PPC systems estate) eDM search)
Direct and indirect (non-display) Price comparison *CHANGE:
1. Mobile direct (SMS,
spend Auction (highlights) MMS , etc) is NOT
included
2. But mobile search is
included
5 March 2013

7. Trends by categories
2012 47.1% 34.9% 13.0% 2.5%2.5%
2011 48.2% 31.5% 14.9% 3.1% 2.4%
display
2010 53.5% 27.0% 14.5% 3.3% 1.8% search
listing
57.9% 21.8% 14.7% 3.6% 2.0%
email
2009
mobile
2008 62.0% 16.9% 15.7% 3.4% 2.0%
2007 69.3% 8.5% 19.0% 3.3%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
6 March 2013

8. Display trends
18 35%
16.8
16 30% 15
14.8 30%
13.8 13.8
14
25%
12
10 20%
8 15%
6 12%
10%
4 7%
5%
2
1%
0 0% 0%
2008 2009 2010 2011 2012
bln HUF Change
7 March 2013

9. Search trends
14 250%
12.4
12
200%
192%
9.8
10
150%
8 7.5
6 5.2 100%
3.8
4
50%
44%
2 37%
31% 27%
0 0%
2008 2009 2010 2011 2012
bln HUF Change
8 March 2013

10. Listing trends
5 25%
4.67 4.65
4.5
21% 4
4 20%
3.5 3.5
3.5 17%
3 14% 15%
2.5
2 10%
1.5
1 5%
0.5
0% 0%
0 0%
2008 2009 2010 2011 2012
Billion HUF Change
9 March 2013

11. Trends in Listings subsegments
2500 60%
50% 50%
1967
2000
1797 40%
30%
1500
2011 (mln HUF)
20% 2012 (mln HUF)
change
1000 915 900
10%
760
671 650
613
545
-2% 507 0%
500 -3%
-9%
-11% -10%
0 -20%
Automotive Jobs Real estate Price comparison Auction
10 March 2013

12. Trends in e-mail
1 0.95 60%
0.9 0.88
0.9 50% 0.85 50%
0.8 0.75
40%
0.7
30%
0.6
0.5 20%
13%
0.4
10%
6% 6%
0.3
0%
0.2
-7%
-10%
0.1
0 -20%
2008 2009 2010 2011 2012
bln HUF Change
11 March 2013

13. Trends in Mobile
Important note: data 2011 and 2012 are not comparable as date 2012 does not include mobile direct but includes mobile search!
12 March 2013

14. Seasonality*
2009
2010
2011
2012
Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec
* Based on net-net ad income data provided by companies for IAB Quarterly Ad Spend Index Report (web display, email, mobil)
13 March 2013

15. Summary
2011 Spend* 2012 Spend* Change Share
Display 14,988 16,789 12% 47%
Search 9,800 12,433 27% 35%
Listings 4,673 4,699 0% 13%
1. Listings - vertical 3,495 3,289 -7% 9%
Automotive 613 545 -11% 2%
Jobs 1,967 1,797 -9% 5%
Real Estate 915 900 -2% 3%
2. Price comparison 507 760 50% 2%
3. Auction 671 650 -3% 2%
E-mail 948 880 -7% 2.5%
Mobile 740 898 n.a. 2.5%
Sum 31,148 35,650 14% 100%
*values are in Million Hungarian Forints
14 March 2013

16. Contact: info@iab.hu
15