The document discusses online brand planning and advertising trends in the UK. It notes that brand spending online increased 10% in the first half of 2010, totaling £1.968.6 million. Display advertising accounted for £380.9 million of the total spent. Video advertising saw the largest growth, increasing five times over two years. Three key reasons for increased online brand spending are the rise of large brand-friendly display formats, greater use of online video ads, and the ease of online media planning and buying.

1. Introduction & Brand Planning Online

2. Upcoming IAB events and research Events & Training Mobile Planning Seminar – 18th January – 9am – FREE Research Breakfast – 19th January – 9am – FREE Research Launching a brand online – Starbucks VIA – Q1 2010 Students Online – Q1 2010 The benefits of behavioural advertising – Q1 2010 www.iabuk.net

3. Brand planning online

4. Brands spending more online

5. £1,968.6mmarket in H1 2010Anincreaseof£209m year-on-year10% increaseon a like-for-like basis Source: PwC / Internet Advertising Bureau, The Advertising Association / WARC

6. The digital media mix % share of revenues for the H1 2010 H1 2010 total £1,968.6 NB: Other includes Lead Generation and Solus E-mail Source: PwC/ Internet Advertising Bureau / WARC

7. The display digital media mix % share of display revenues for H1 2010 H1 2010 display total £380.9m Source: PwC / Internet Advertising Bureau / WARC

8. Video shows market beating growth Pre/mid/post roll grown X 5 in 2 years Source: PwC / Internet Advertising Bureau

9. IAB estimates for industry sector shares are based on categorised net revenue from media owners provided by PwC. Data excludes unclassified, multi-advertiser and misc figures and covers 72% of online display revenues in H1 2010. Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC Share of spend by Consumer Goods advertisers has grown

10. Top 20 online display advertisers Source: Nielsen Media Research Jan – Jun 2010

11. Brand = 5% in 2008

12. Brand = 12% in 2010

13. Why? 1 - The rise of large brand friendly display formats

17. Why? 2 – Increased use of online video ads

18. Online video audience 35.1 million unique viewers 6.65 billion videos viewed 561.7 million hours of video viewed 16 hours per person per month Source: ComScore September 2010

19. Mindset influences recall State of mind: Expectant Attention: Higher Ad Recall: 44% Completion: 61% State of mind: Reflective Attention: Lower Ad Recall: 37% Completion: 42% Pre-Roll Video Clip Post-Roll BASE: 4459. All exposed to advertising

20. Significance of daypart and location State of mind: Distracted Behaviour: Exploratory State of mind: Attentive Behaviour: Restricted Evening Daytime Willing to explore Focused attention RESPONSE CAMPAIGN BRANDING CAMPAIGN

21. Why? 3 – It’s easier to plan & buy online media

23. 31,000 People at home

24. 4,000 People at work

25. UKOM demographic information Gender & age (2+) Region Household size & Income Social grade & Acorn groups Main shopper Life plans – new car, home improvements

26. November 2010 stats Source: UKOM November 2010 Apr 2010: Digital Universe 46.9m aged 2+ Active Universe 40.5m aged 2+ Average 2424 pages/user

27. Top 10 sites for reach – no surprises Source: UKOM November 2010

28. Example UKOM data AB Women aged 45+ Source: UKOM September 2010

29. Example UKOM data ABC1 Men earning over £50K that intend major home improvement in next 6 months Source: UKOM September 2010