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Ad Ex 2009
Internet advertising spending in Europe

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Agenda Toplinefigures Methodology Keytrends

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Topline Figures

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The Results

14.7 billion euros

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Key facts and figures 14.7bnmarketcomparedto16.2bnintheUS Growing+4.5%likeforlike,aslowdownfrom+20%in2008 Butstilloutperformingallothermediacategories Internetnowcontributes18%toallmediaadspend

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A like-for-like growth rate of 4.5%

At constant country sample (19 countries of 2008) At constant exchange rate
Internet adspend in bn
16 14 12 10 8 6 4 2 0 2008 2009 13.06
+4 ike-f .5% (l ) or-like

14.70

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Europe catches up with the US as the US market declined in 2009

Total online ad spend Europe vs. USA (bn)
18 16 14 12 10 8 6 4 2 0 2008 2009
Source for USA data: IAB/PWC

16.83 14.70 13.06

16.26

Europe USA

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Methodology

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Our European coverage now includes 23 countries Four new countries added in 2009
Austria Belgium Bulgaria* Croatia Denmark Finland France Germany Greece Hungary Italy Netherlands Norway Poland Russia* Romania Slovenia Slovakia* Spain Sweden Switzerland* Turkey UK
*New in 2009

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Comparing apples to apples

GROSS NET RATECARD

Revenue Billed

Revenue Billed No Agency commissions

Campaigns x Ratecard

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Key challenges to ensure comparability

FairGrossvalue Categoryrepresentation Display Search Classifieds&Directories Other Exchangerateadjustmentsataconstantrate

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Key Trends

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Formats: Search strengthens lead with 46% share

2009 internet adspend by segment
1%

30%
Display

46%

Classifieds/Directories Paid Search Other

23%

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Formats: Search drives growth during recession

Growth of formats in 2009 (like-for-like) 12% 10% 8% 6% 4% 2% 0% -2% -4% Display Classifieds -1.4% Search Total 0.3% 4.5% 10.8%

Note: Like-for-like growth is calculated excluding the new submissions (Bulgaria, Slovakia, Switzerland and Russia) for which no data was available in 2008.

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Formats: Search nears 7bn

Internet adspend in m
8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 2009 Display Classifieds/Directories Search Other 182 4,366 3,420 6,733

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Markets: The top 6 countries make up 76% of the total

Online ad spend by country 2008 vs. 2009 (m)
UK Germany France Italy Netherlands Spain Russia Sweden Norway Denmark 0 849 798 815 800 683 635 514 467 455 401 390 384 374 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 2009 2008 1,760 1,731 3,092 2,939 4,011 3,834

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Markets: contrasting trends among emerging markets

Total growth by country from 2008 to 2009
20% 49%

15%

14% 13% 12%

10% 7% 5% 7% 6% 5% 5% 4% 3% 3% 2% 2% 2% 2% 1% -3% Finland Poland Spain Slovenia Belgium Sweden Italy Hungary France Netherlands Norway Austria Germany Denmark Croatia Greece Turkey UK -5% Romania

0%

-5%

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Markets: contrasting trends among emerging markets

Online adspend growth 2009

+10% and above +5% to +10% 0% to +5% -5% to 0%

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Market: Growth and maturity

48% 16% 14% 12%

Greece

Austria Poland Turkey Spain Italy Belgium France Denmark Finland Germany Hungary Sweden Netherlands

Year-on-year growth 2009

10% 8% 6% 4% 2% 0% -2% -4% -6% 0% 5% 10%

UK

Slovenia

Norway

15%

20%

25%

30%

35%

Croatia Romania Slovakia

Online Market Share*

*Calculated using Screen Digest Advertising Intelligence data which incorporates TV, print, radio, outdoor and cinema advertising

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Thank you FormoreinformationpleasecontactCatherineBorrel, research@iabeurope.eu